The management of FrieslandCampina WAMCO Nigeria Plc, the company that makes Peak Milk, has apologized to the Christian Association of Nigeria for using a metaphor involving Jesus Christ’s crucifixion to advertise their product on Good Friday and stated that the social media advertisement has been taken down.
The organization acknowledged the sensitivity of the social media post “given the gravity of the season,” but insisted that neither the solemnity of the season nor the unparalleled sacrifice of Jesus Christ were being overly exploited.
In a letter titled “Apology for the Good Friday social media post by the Peak Brand” and dated April 10 2023, addressed to Archbishop Daniel Okoh, President of CAN, Ore Famurewa, Executive Director of FrieslandCampina WAMCO Nigeria Plc (Corporate Affairs), expressed regret.
The letter read,
“We hereby restate our commitment to our unwavering mission of nurturing Nigeria while maintaining the respect of all religious laws, tenets and guidelines.
“Once again, please accept our deepest apology and pledge to prevent a reoccurrence of such in the future. Do accept the assurances of my esteemed regards”, Famurewa said.
In a statement made available to The PUNCH by its General Secretary, Joseph Daramola, WAMCO described the advertisement as “insensitive, offensive, and totally unacceptable.”
Joseph Daramola, the General Secretary of WAMCO, provided a statement to the newsmen in which the organization referred to the advertisement as “insensitive, offensive, and absolutely inappropriate.”
The Christian Action Network (CAN) announced it was considering harsh sanctions against the company, including a Christian boycott of their products, while also cautioning all businesses and organizations to be mindful of the religious and cultural sensitivities of their customers when promoting their products.
According to the organization, any attempt to minimize or denigrate our beliefs will not be tolerated.
After the advertising, the Christendom has expressed public outrage, labeling it “blasphemous.”
Daramola claimed that the advertising was an insult to the millions of Christians in Nigeria and throughout the world in addition to being insulting to the Christian faith.
He had said, “Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes.
“FrieslandCampina WAMCO Nigeria PLC’s action is not only disrespectful to the Christian faith but also an affront to the millions of Christians in Nigeria and beyond. We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit.
“We are considering sanctions against FrieslandCampina WAMCO Nigeria PLC, including a boycott of their products by our members and all well-meaning Nigerians who share our concerns. We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately.
“We recall a similar incident in the past when Sterling Bank Plc used crucifixion imagery to promote their product. We condemned it then, and we condemn it now.
“We, therefore, urge all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialise or disrespect our faith. Be warned!”