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Vegans Outraged by Ruffles Chips Ad - Call for Boycott

Jen Slack's picture
Ruffles Chips

In an odd move right before the American Thanksgiving, Ruffles Chips poked fun at a popular choice for Vegans - tofurkey.


I first saw the ad while on a Vegan Facebook page that has more than 17,000 members. Someone posted the ad, which, at first glace, looks like genuine ad for a new flavor, Tofu-Urkey. I thought it was a step in the right direction for this Internationally known company and was pleased to see yet another company joining the growing movement towards veganism. Ruffles posted the ad on its Facebook page.

However, after taking a closer look at the ad, where it says "Limited Time Never", it became quite obvious that this ad was completely fake, and was a joke at Vegan food choices.

Still giving the company the benefit of the doubt, I had been fairly certain that I would see the ad removed with an apology that it was in bad taste, and that had been uploaded to the site accidentally.... with an apology.

The ad that went up on November 23 remains, after five full days, no apology.

The Reaction to Ruffles Vegan Joke

For starters, over 15,000 Facebook users have shared the ad. Comparing that to an ad that had been written the following day, November 24, that had one single share, and a November 25 had that had no shares, it's easy to see this one's getting attention.

However, the attention does seem to be more negative when you take a look at the emoticon reactions. Over 3200 gave a angry face emoticons which are clearly negative, while over 880 gave positive reactions of either laughing or thumbs up.

Next question, who is actually passionate enough about the subject to take the time to comment? Scrolling through what has to be hundreds of comments, it's obvious to see that they are overwhelmingly very negative.

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The Angry Reaction to Ruffles Vegan Joke

"Funny, just kidding you would have had a lot of extra business catering to the fastest growing movement in history. Guess animal suffering is funny to your brand."

"Great customer appreciation towards a population that is both large and one of the fastest growing movements. Not to mention avid consumers of your products... jokes on you, Ruffles!"

"How about a hotdog flavor? Yummy gelatinous mix of skin, lips, pig snouts, kidney, liver and fat! Yet you make fun of those who eat veggies?"

"I'm not a vegan or anything, and even I have to say this is the dumbest ad I've seen this year."

"Could you please (Ruffles) explain this... I originally thought you were supporting people who eat potatoes and don't eat dead animals but since all the comments have appeared you've been suspiciously "silent?"

Strangely, to date, no response from the Ruffles brand.

It's puzzling why a food company that caters to vegans, would openly make fun of their food choices and insult them. At this very moment, they happen to be on Peta's list of Top 20 Accidentally Vegan Foods. I think that might change in a hurry.

I guess in time we may learn whether or not this was some kind of genius move or a huge marketing error. I highly suspect the latter.

If you are a vegan what is your reaction and will you be using their products? Please share your views and opinions in the comments section below. If you liked this article and think it may help your friends, consider sharing or tweeting it to your followers.