German Agency Association reprimands Wiesenhof

The commercial was supposed to be funny, but it has now backfired on Wiesenhof. The company keeps making headlines over animal welfare issues and is also controversial in Switzerland: In 2011, Coop and Migros pulled Wiesenhof products from their shelves as Response to a «Kassensturz» segment, which exposed the scandalous production conditions, from its product lineup. Now Wiesenhof is causing outrage once again—this time due to a communications blunder. In the YouTube ad in question, comedian Atze Schröder comments on the length of the advertised bratwurst, saying, «After that, Gina and Lisa are going to need some trauma therapy.»

A reference to Gina-Lisa Lohfink, who is currently fighting in court against allegations that she falsely accused someone of rape. In 2012, two men released a sex video featuring Lohfink after a night of partying. Although they were convicted of this offense, they were acquitted of the rape charge. In turn, they demanded 24,000 euros in damages from the former «Germany’s Next Top Model» contestant for false accusation. Lohfink is now challenging this penalty order in court. The case has sparked a public debate in Germany (and to some extent in Switzerland) about sexual criminal law and the rights of victims.

According to the video, W&V, or rather, NDR filmed it last year and released it in March 2016. Gina-Lisa Lohfink had already spoken about her case in January 2016.

In its initial response to the public outcry, Wiesenhof took the ad down, apologized, and admitted that the video should not have been released «against the backdrop of the coverage surrounding Lohfink.» Of course, by that point it was already far too late to avert the backlash. Even the Bundesliga club SV Werder Bremen sharply criticized its own jersey sponsor on Saturday.
 

# Wiesenhof – That commercial was way off the mark! An admission of fault and an apology were urgently needed. https://t.co/whHOG7WCaL

— SV Werder Bremen (@werderbremen) June 25, 2016

The soccer club itself is falling out of favor with its own fans since the sponsorship deal was announced In 2012, Werder Bremen faced repeated criticism for its partnership with Wiesenhof. The contract was renewed in 2014, and in 2017, Werder Bremen began searching for a new main sponsor. In response to the current advertising scandal, Werder ambassador Jan Delay has resigned from his position as the club’s ambassador.
 

ey @werderbremen , you must act immediately! If nothing happens, I will resign from my post as ambassador! #wiesenhof #AtzeSchroeder

— eizi eiz (@jan_delay) June 25, 2016

Now the German Advertising Agencies Association (GWA) has also weighed in on Wiesenhof’s failed advertising stunt—in no uncertain terms. «Anyone who commissions and produces such commercials doesn’t understand the first thing about branding or proper corporate governance. This applies equally to clients and agencies,» commented GWA President Wolf-Ingomar Faecks.

By the way, lead actor Atze Schröder had already apologized on Saturday. On Facebook, he expressed deep shame over the incident: «The commercial was filmed a year ago and should never have been released. Especially not now, when it draws a connection that is disgusting and was never intended.» He is donating 20,000 euros to the organization Roterkeil.net, which campaigns against child prostitution. (hae)
 

Hello #wiesenhof, good marketing. You could try to get yourselves out of this mess with those long sausages again pic.twitter.com/qQl4nf0KMO

— The KaeteKopfComplex (@KaeteHaete) June 25, 2016

# Wiesenhof . A great company with a knack for high-quality meat and tasteful advertising. Facepalm. #Not

— Nadine Weasley (@KupferFuchs) June 25, 2016

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