German chain Edeka has been accused of fat-shaming following the release of its ‘Eatkarus’ campaign. The advert, which had the tagline ‘eat like the one you want to be’ and was aimed at promoting healthy eating, featured a world full of obese people and focused on a young boy who wanted to fly but was unable to because of his unhealthy lifestyle.
The story finds its happy ending when the boy eats some berries and, finally, manages to take flight.
Some viewers took to social media to express their disdain, calling the advert ‘discriminatory’ towards ‘people with a disability’. Edeka defended the advert saying, “With a certain exaggeration, we wanted to shake off the daily routine of fast food and the movie’s unidentified grey mash, regardless of the size of an individual.”