Complaints Over Crisp Campaign

Meath-based crisp company, Hunky Dorys, are at it again, with scantily clad woman playing sport.

Their raunchy TV ad campaign is back, only this time featuring 'beautiful' women in 'tiny' outfits playing Gaelic football.

This time last year the crisp company launched a similar advert only with the women playing rugby in bikinis.

The crisp company was openly criticised for their saucy ad campaign. Those who complained to Ireland's advertising watchdog branded the advert 'sexist'.

It has been confirmed by the watchdog that a small number of complaints have already been received following the release of the new adverts into the Sunday papers.

A spokeswoman for the Advertising Standards Authority for Ireland (ASAI) said: "There have been just a handful of complaints this morning."

"No action has been decided upon yet," she added.

One of the complaints referred to the Hunky Dorys’ website, which pits two girls’ teams – the Golds and the Emeralds – against each other.

The GAA said it was not consulted on the campaign and any queries should be directed to Largo Foods, which owns the Hunky Dorys brand, and that it had no comment to make on the new ads.

Last year the ASAI ruled that ads for Hunky Dorys, which provoked a record 300 complaints, had caused grave and widespread offence and should remain permanently withdrawn from all media, including the advertiser's website.

Adverts due to appear in the papers have strap lines of 'still staring?' and 'bursting with flavour'.

As well as this the adverts claims that the company are 'proud supporters of Gaelic football'; despite last years controversy when the Irish Rugby Football Union (IRFU) sent a solicitor’s letter to the crisp company because it called themselves 'proud sponsors of Irish Rugby' in the ads.

Largo Foods says its campaigns for Hunky Dorys are generally "edgier" than its competitors because the brand has a "great sense of humour".

(LB/GK)