• Germany's news in English
 

'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.
Today's headlines
At last, Germany has a new Top Model
Vanessa is over the moon. Photo:DPA

At last, Germany has a new Top Model

Everyone can breath easily again. Despite a delay of two weeks due to a bomb threat, Heidi Klum has finally been able to choose Germany’s next top model - a 19-year-old from her own home town. READ  

Steinmeier: corruption poisons football
Steinmeier had harsh words for FIFA. Photo:DPA

Steinmeier: corruption poisons football

Foreign minister Frank-Walter Steinmeier said on Thursday that if world football can't clear up "poisonous" corruption, state bodies need to step in, amid a graft scandal engulfing governing body FIFA. READ  

Greece eclipses G7 meeting in Dresden
G7 finance ministers in Dresden. Photo: DPA

Greece eclipses G7 meeting in Dresden

Debt-wracked Greece's battle to hammer out a deal with its creditors dominated a meeting of finance ministers from the Group of Seven leading industrialized nations in Dresden on Thursday, with officials insisting much work still lay ahead. READ  

EU investigates Germany over airport security
Photo: DPA

EU investigates Germany over airport security

The European Commission said on Thursday that it had referred Germany to the EU Court of Justice for failing to regularly check up on its airport security measures at some airports. READ  

Germans want to keep their hands on cash
Germans still trust cash over other forms of payment. Photo: DPA

Germans want to keep their hands on cash

Confirming conservative stereotypes, Germans have come out strongly in favour of sticking to hard cash in conducting transactions, a survey published on Thursday showed. READ  

This week in history
Fassbinder: New German Film's Enfant Terrible
Rainer Fassbinder on set in 1977. Photo: DPA

Fassbinder: New German Film's Enfant Terrible

On Sunday May 31st, Rainer Weiner Fassbinder, one of the most influential German film directors, would have turned 70 - had it not been for his death at the age of 37 in 1982. The Local takes a look back at the life and work of the enfant terrible of New German Cinema. READ  

Cool caps reduce hair loss during chemo
Photo: DPA

Cool caps reduce hair loss during chemo

German scientists are trialling a special scalp-cooling cap which helps reduce hair loss for cancer patients going through chemotherapy. READ  

Industry: 'doped' growth boosting economy
A man assembling food processors in a Wuppertal factory. Photo: DPA

Industry: 'doped' growth boosting economy

The German Chambers of Commerce and Industry (DIHK) warned on Thursday that a fresh burst of economic confidence might be unfounded, even as they raised their growth projections for 2015. READ  

Slow-moving fighter jet blocks Autobahn traffic
A Eurofighter jet stopped up traffic on Thursday because it was so wide. Photo: DPA.

Slow-moving fighter jet blocks Autobahn traffic

A damaged Eurofighter plane being pulled by a truck along the autobahn was so wide that it blocked three lanes of traffic on its way to being repaired in Bavaria on Thursday, drawing the ire of fellow drivers. READ  

Right-wing leader suffers restaurant attack
AfD co-leader Frauke Petry. Photo: DPA

Right-wing leader suffers restaurant attack

Frauke Petry, co-leader of Alternative for Germany (AfD), was attacked by masked assailants while eating in a restaurant on Wednesday evening. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Travel
Why the train strike is bad for passengers and workers
National
Meet Germany's Eurovision hope
Business & Money
Is 2015 a new moment for jobsharing?
Features
How the LGBT rights movement was born in Germany
National
Why you don't make bomb jokes at the airport
National
Why Germany needs a little less tipple
National
Who Germans and Americans trust... and don't
Politics
What the UK election means for Germany
National
Why Germany is great for mums
Features
The Germans with GI dads
Five ways Germany falls short on gay rights
Travel
Giant tortoise found riding Munich rail
National
FCK CPS? A-OK with court
Politics
Opinion: Brexit's dangers for Germany
Features
Smart kids all want to work for BMW
National
Minister shows off top Denglisch
National
Germany's 'other genocide' in Africa
National
Arms firms get a 'must do better' mark on ethics
Sport
Bayern's anticlimactic 25th Bundesliga win
Politics
A Greek learning politics in Germany
Features
The battle of the "Gates of Berlin"
National
Germany's 'very poor' lobbying record
National
Germany's favourite baby names of 2014
Politics
Merkel's 15 years at the top of German politics
Travel
Lowest of the low: how woman exploited Germanwings crash
Features
Spice up asparagus season with The Local's serving suggestions
Sport
Football and the €30,000 firework
Technology
Why scientists oppose killer robots
National
'Cannibal cop' gets 8 years
National
Which city is Germany's worst for drivers?
Technology
Electrifying 'Ostalgia'
National
Cologne Cathedral returns from space
Pupils mourn lost classmates
National
Freed after 25 years on death row
Shutterstock
Sponsored Article
10 things you didn’t know about Zagreb (and why you should go)
Is your workload 'out of control'? You're not alone...
Sponsored Article
What expat parents should ask before choosing a school
Features
Paddy's Day, Berlin style
National
Why east Germans are happy to get it on on camera
National
Uplifting thoughts to get you through the last week of winter
National
What would you do with a 250-year-old pretzel?
National
Who wants the Olympics more - Hamburg or Berlin?
Features
Just why is the German flag Schwarz, Rot, Gold?
Business & Money
Getting German workers and bosses thinking positive
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Latest news from The Local in Sweden

More news from Sweden at thelocal.se

6,698
jobs available
Toytown Germany
Germany's English-speaking crowd