Furore over ‘sexist’ crisps ad in North & South Ireland

An ad campaign for crisps featuring scantily clad girls playing rugby has triggered complaints to the advertising regulators, in both North and South Ireland.

Hunky Dorys campaign
Hunky Dorys campaign

The campaign for Hunky Dory Crisps, from Largo Foods, shows female rugby players in revealing poses and has been branded sexist.

The Advertising Standards Authority says that it has already received 80 complaints and the ASA in Ireland has also received more than 70 complaints.

A spokesman for the ASA says: “we are assesing the complaints, though an investigation has not been launched.”

The campaign for the Irish brand of crisps campaign features women in revealing tops playing rugby under various straplines including: “Are you staring at my crisps?” and “Tackle these” has attracted complaints to the advertising watchdog since it was launched on Monday.

This story first appeared on pitch

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here