The advertising watchdog JEP has received a complaint about adverts being posted on the vans of a refrigeration company from Dendermonde. The company's vehicles now display 2 lemons accompanied by the slogan: ‘Do you too want to feel the chill like this?’ The complainant says the advertising is unfriendly to woman. The company’s manager does not understand what the fuss is about.
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Refrigeration company faces complaint after lemons are confused with bosoms
Colin Clapson
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The company’s lorries have featured the advertising for more than a year. Now somebody has filed a complaint with the watchdog, claiming the lemons too closely resemble female breasts. ‘I just wanted an eye-catching ad,’ says company boss Lieven Busschaert.
‘Too few people want to work for us, especially young people don't know we exist. That's why I wanted a sexy advert on my vehicles. If I can make people smile, my goal is achieved.’
Male-unfriendly ad in the pipeline
‘But if you are see anything other than lemons, you might need to consult a doctor,’ he laughs. ‘Soon I’m planning an advert targeted at men, one with prawns’.
Watchdog JEP can only advise and not impose sanctions. ‘It is unfortunate that the complaint was filed anonymously. It takes up a lot of my time,’ Mr Busschaert says.
‘On social media, we only received positive reactions. If someone has a problem, they can always talk to me, but not anonymously, but I'm open to a conversation.’
‘I am taking action. I’m putting black tape over the tops of the lemons. I am censoring myself,’ the company’s boss says, laughing.