Criticism of Aldi advertising: is a carrot family “too hetero”?
Created: 12/22/2021, 05:32 PM
By: Nail Akkoyun
The discounter Aldi is currently under criticism due to an advertising campaign.
© Michael Gstettenbauer / Imago
Aldi is criticized because of an advertisement at Christmas time.
The chance to include the LGBTQ scene was missed.
Kassel - On the net, carrots are currently causing criticism of the supermarket chain Aldi.
We are not talking about real vegetables, however, but an animated family of carrots that has been featured in Aldi advertisements for some time.
And that is precisely where the problem lies for some people: The family is "too heterosexual".
It all started in the run-up to Christmas 2020 when the discounter introduced the advertising character Kai Karotte.
This year Mrs. Karla and the three children Michel, Mia and Merle also joined.
A family constellation that is often referred to as "classic" and that bother critics.
Too harmonious, too traditional.
In the magazine wmn.de it is said that the advertising cemented the understanding of normality.
In addition, an integration opportunity was missed.
Aldi: Editor calls for more LGBTQ presence in advertisements
“Families with mom, dad and three children are wonderful to look at. But they are not the only families that exist, ”writes editor Mona Schäffer. Although heterosexual relationships are the norm with around 85 percent of the total population, conversely, “queer” people make up a significant part of the population with around 15 percent. “That is almost every sixth person. In my opinion, this is reason enough to put them in the foreground, ”says the article on wmn.de.
The point is not that heterosexuality should disappear from Aldi advertising, but rather to leave the traditional family image aside and give alternative relationships a stage.
It should be recognized that "no family" is perfect.
"No child is brought up ideally, divorces are something completely normal and queer people make up a high percentage of humanity," continues Schäffer.
Criticism of Aldi advertising: accusation "more than ridiculous"
However, the article does not go down well with everyone.
One reader asks, "as a bisexual man", to delete the article.
The author harassed Aldi "with a false discrimination allegation, which in turn could fall back on the LGBTQ + community." To describe a heteronormative family as discriminatory is "more than ridiculous." Aldi has not yet commented on the allegations.
(Nail Akkoyun)
* hna.de is an offer from IPPEN.MEDIA.
Media Markt was also criticized this year when a Facebook post from the company backfired.
