IRFU angered by Hunky Dory ad campaign

The Irish Rugby Football Union has made contact, through its solicitors, with Largo Foods, the distributors of Hunky Dorys, and requested that they immediately withdraw the current advertising campaign, the strap line for which claims Hunky Dorys to be 'Proud Sponsors of Irish Rugby'.

The advertising campaign features billboard posters of women playing, whilst rugby wearing very little clothing. The billboards are accompanied by provocative slogans.

The campaign can be seen here.

Padraig Power, Commercial and Marketing Director, IRFU, stated: 'This advertising campaign is in very bad taste and one which the IRFU would not want to be associated with in any way.

'Firstly, its blatant exploitation of women is tasteless and base, and quite simply unacceptable. Irish rugby has a strong family focus and would not tolerate any connection with such an approach.

'Secondly, the claim that the product is a 'Proud Sponsor of Irish Rugby' implies that the company is a significant sponsor of the game in this country, though the IRFU.

'This is absolutely untrue and a cynical ploy in an attempt to capitalise on the games popularity.

'By doing so it has the potential to undermine the legitimate claims of the many genuine sponsors and supporters of Irish rugby whose investment has been a key element in the success of rugby at grass roots level throughout the country, and of our provincial and national teams.

'In addition to pursuing the immediate withdrawal of the campaign through legal means we are also writing to the Advertising Standards Authority of Ireland bringing to their attention the misleading claims.

'We would hope that the management of Largo Foods would withdraw the campaign immediately.'

Raymond Coyle, the chief executive of Largo Foods, confirmed in an interview with the Irish Herald that the IRFU had no input into the advertisement.

He said: 'The IRFU are absolutely right. They have nothing to do with it whatsoever. But we do sponsor Irish Rugby - we sponsor Navan Rugby Club.

'Our target was to bring humour and fun. These are dark times at the moment.'

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