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'Tofu is gay meat' slogan causes outrage

Published: 21 Mar 2012 17:48 GMT+01:00

The advertising campaign was developed for the Maredo steakhouse chain by writers at German ad house Scholz & Friends – but despite winning a prize it was considered so offensive it was never used, Der Spiegel reported on Wednesday.

A second slogan also shown branded onto a steak in the campaign was “If one should not eat animals, why are they made of meat?”

Although the first image has been stored on the website of advertising association, the Art Directors Club website, as it had won a prize in 2009, it was never used and until last week was not a problem.

But last week someone dug it up and passed it around various social networks, where it was met with outrage and passed on, acquiring the Twitter hashtag tofuschwuchtel or fag tofu.

Volker Beck, human rights expert for the Green party wrote to the advertising firm demanding an apology.

Maredo launched a damage limitation operation and issued a statement distancing itself from the campaign, stressing that Scholz & Friends had approached them asking to use the idea of advertising for a steakhouse in a competition. Maredo executives had never even seen the images that resulted, the firm said.

A spokesman for Scholz & Friends told Der Spiegel that the firm apologised and was doing what they could to remove the image from the internet.

Referring to the image, the agency said, “We would not do that today, and regret that the feelings of homosexual people were hurt.”

The Local/hc

The Local (news@thelocal.de)

Your comments about this article

20:42 March 21, 2012 by Kennneth Ingle
The word gay can mean brightly coloured or cheerful and so could well be used for such an attractive meal such as shown in the picture. It is time homosexuals are looked upon for what they are and that is not half so interesting as a good meal.
21:27 March 21, 2012 by starsh3ro
this is hilarious.
21:51 March 21, 2012 by The-ex-pat
The word gay has been hijacked and was at one time a girls name, as my aunt can still testify.
23:23 March 21, 2012 by boopsie
That's funny! So is the outrage. And the "so why are they made of meat" isn't bad either. The copywriter should get a raise, he's good.
02:51 March 22, 2012 by Tanskalainen
Tofu is made from soy. Soy intake reduces testosterone, so does flax and exosure to lavender.
09:10 March 22, 2012 by design
I am outraged, Tofu is good and it shows how close minded Germans are.

Meat is murder,
10:53 March 22, 2012 by raandy
I like this, a gay old time at the BBQ eating meat. all the while homosexuals are alleged to eat tofu.
10:55 March 22, 2012 by melbournite
"Tofu has a low calorie count, relatively large amounts of protein, and little fat. It is high in iron and, depending on the coagulant used in manufacturing, may also be high in calcium and/or magnesium."

but real men prefer bowel cancer
11:10 March 22, 2012 by raandy
melbournite perhaps non real men use tofu as preventive measure against lower bowel cancer.
12:36 March 22, 2012 by boopsie
Comment removed by The Local for breach of our terms.
12:44 March 22, 2012 by finanzdoktor
Have to admit that I like both. I definitely enjoy a good steak now and then. And my wife, being from the Far East, makes some great dishes involving tofu.

As to the article, I think this is funny, and yet outrageous. The advert was created, but never used, and yet people are calling for apologies. Oh, I thought about taking someone's seat on the train, but didn't, so I guess I better go and find them to apologize. Give me a break. Next thing you know, there will be "thought police" to arrest you for even thinking.

Why don't they ask the person who put it on the Internet to apologize for causing all this ruckus? And for Herr Beck to use it for political fodder, just shows how far some will go to get their names in the media.
14:15 March 22, 2012 by n230099
Why do those that eschew meat make their tofu into stuff that looks and tastes like it?
15:21 March 22, 2012 by Frenemy
Who needs anti-depressants? A steak a day keeps suicidal thoughts away ;-)

http://www.theglobeandmail.com/life/the-hot-button/red-meat-may-make-you-happier-study-finds/article2377704/?from=sec431
18:29 March 22, 2012 by boopsie
So why the outrage? There is a good piece in the NY Times this week about folks becoming outraged over relative trifles in print or on line. Basically if stuff like this bothers you turn the page and get a life.
21:34 March 22, 2012 by Sayer
Soy and tofu reduce sperm counts....check it out.
13:14 March 23, 2012 by mike_1983
the truth hurts!

only a fruity man would choose tofu rubbish over real meat!

one of the main reasons i love living in germany is because of the german tradition of putting pork in nearly everything!
15:54 March 23, 2012 by scout1067
I know I personally spend a lot of time worrying about whether I offend homosexuals.

Not

What happened to people having thick skins and shrugging of supposed insults?
16:22 March 23, 2012 by Al uk
There's always somebody or some group who is offended or outraged. In fact the likes of V Beck and company offend me.

I assume my apology will be in the post.
21:57 March 24, 2012 by Yontrop
This discussion reminded me to the Flanders and Swann song, "The Reluctant Cannibal". "If the JuJu had meant us not to eat people, he wouldn't have made us of meat." If you have never heard Flanders and Swann, my sympathy. I'm not a big fan of tofu, but it can be good if properly prepared... oh no that just reminded me of W. C. Fields, but don't ask why.
23:19 March 24, 2012 by Clarissa Smith
So beans are gay?

How charming! Eat beans, folks!
10:55 March 25, 2012 by Dizz
@boopsie

the original line is "if we aren't supposed to eat animals, why are they made of food?" its an old and (to my knowledge) unattributed joke. the copywriter was plaigerising and does not deserve a raise but may have a glowing future in german politics....
17:06 March 26, 2012 by nolibs
@boopsie

There is no outrage...unless you count the media. They are the only ones having a fit over this. Amazing how the media can manipulate us.
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