AUSTRALIA: Chiko chick too sexy for advertising standards
Has the Chiko roll chick gone too far? Advertising agencies think so and the billboard posters of a new advertising campaign aimed at 12 to 29 year old men have been changed. Rachel Davies, senior brand manager, defended the saucy image, saying, "We've been using the Chiko chick for 35 years. She's always been pretty scantily clad, she's always had a motorbike and she's always been holding a Chiko." Sitting in front of a motorbike, the scantily clad chickette, complete with Chiko roll between the legs, raised quite a few temperatures when her latest campaign was revealed to the public from 170 billboards on 1 September. "We didn't think there was anything wrong with the ads," added Davies, "but people were offended by the amount of flesh showing." The company's phone lines rang hot, and the Advertising Standards Bureau was inundated.Chiko, owned by Simplot Australia, has been operating for nearly 40 years. Fremantle restaurant owner Dominic Chiattini summed up the usual response to the Chiko chick: "It's exploitative in a sense but I don't mind it." Nevertheless, in a new take on the campaign, she will be much more bashful, wearing red leather astride the motorbike and holding a Chiko roll at hip level.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-food gives you the widest food market coverage.
Paid just-food members have unlimited access to all our exclusive content - including 16 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Dean Best, editor of just-food
- Unilever 2016 investor day - the top takeaways
- The key questions for digital strategists in 2017
- Wessanen's move for Spain's Biogran - analysis
- Have food promotions reached tipping point?
- Burger King, Jollibee: foodservice focus, Nov 2016
- General Mills jobs to go in business revamp
- Verlinvest, China Resources invest in Oatly
- B&G acquires pasta sauce group Victoria Fine Foods
- Japan's Nagatanien buys Chaucer Food Group
- Tyson sets up US$150m investment fund