Bavarian Bier Cafe called out for sexist and exploitative ads

Date

Sarah Oakes

Bavarian Bier Cafe: the offending ad.

Bavarian Bier Cafe: the offending ad.

The Bavarian Bier Cafe in Sydney has been slammed on social media for a sexist marketing campaign that compares women to meat while attempting to raise money for a breast cancer charity.

Collective Shout, a group that targets marketers which objectify women, says the ad which places the words "we've got the best racks" next to a sexualised image of two women is "flat out exploitation." 

The group is asking consumers to complain directly to the restaurant on their Facebook page.

The campaign was launched several months ago and the image was shared on Daily Life's Facebook page on September 27 where it unanimously offended readers.

 
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"While we continue to see women [being] treated as sex objects, equality will never happen. It's not harmless, it's offensive. Think of it this way, is this what we want for our daughters [and] granddaughters of future generations? No!" said reader, Michelle Groeneveld

In what we can only imagine was a way to "make good" on bad publicity, the cafe recently added a caveat that for every serving of the ribs sold, the company would donate $1 to Treasure Chest Charity, a group which raises money for breast reconstruction for women who have survived breast cancer.

Collective Shout spokeswoman Melinda Liszewski said,

"Using a breast cancer charity to justify a sleazy ad campaign adds another layer of exploitation. Cancer is a disease we need to eradicate not a marketing opportunity."

Ironically today is Pink Ribbon Day, a Cancer Council initiative that raises awareness and funds for women affected by breast and gynaecological cancers.

"We can't know how traumatic it must be to have breasts removed but we can imagine how offensive it would be for a woman who has been through that experience to see these ads," Liszewski continued.

Collective Shout are asking for the ad campaign to be pulled and for consumers to "vote with their feet" until the ads are removed permanently.

"If you've booked your Christmas party at The Bavarian Bier Cafe, change the venue and spend your dollars with a more ethical company."

Update: The Urban Purveyor Group (owner of the Bavarian Bier Cafe) has emailed Daily Life to tell us they have withdrawn all visuals across their restaurants,  "It was never our intention to offend our valued customers, particularly women" their email said.