|Image taken from the Lidl Suprises page, here.|
I really liked your #LidlSuprises adverts – the premise is a great one. Tackle the naysayers on social media, and prove them wrong – or enlighten them to your way of thinking.
Alas, I have to confess that Debbie’s Journey just doesn’t sit right with me..
I’m thrilled that the turkeys have a wonderful life there, on the ‘RSPCA approved farmland’ in Norfolk. I’m really happy that they can roam around freely, that they get fed apples as a treat. They get tucked back into bed in the barn, all cosy and safe for the night.. Then Debbie is invited to the poultry farmers Christmas dinner and there’s one of those birds right there on the table.
While you are educating the masses on your ‘free range’ culture you’ve certainly taken the time to miss out the horrifying truth about just what happens to those turkeys. The fact that at a very young age, they are taken from that sunshine-rainbow-farm-of-happiness and thrust into the very building that will be the last place they ever know. The slaughterhouse. But lets look at some of the pieces you’ve missed out on, shall we? Your advert spurred me on to research this, so I feel its only fair to share it with you so perhaps you can make an advert somehow throwing glitter at it.
The turkeys are caught – usually by gangs of people, and some are injured in this process. Imagine being chased, hunted – and struggling to get away. This, is the truth Lidl.
Then, they’re crammed onto lorries – literally crammed. This, after the ordeal of being caught and manhandled into the lorry in the first place. A loud, alien environment which probably involves hurtling along a motorway. At the other end of this journey, the true nightmare begins. I’d prefer not to delve into the details about the slaughterhouse I researched into – but you can have the visual I did. Now, your advert certainly didn’t show that part of the journey, did it?
Perhaps if Debbie had followed her turkeys to the end of their journey.. Or perhaps, watched the beginning of a new journey with the artificial insemination of the over-fed female turkeys I wouldn’t be writing this post. Your campaign to be transparent about your products, the whole #LidlSuprises ethos, yet you paper over the truth about what will happen to those Norfolk Bronze Turkeys. As I previously mentioned, I liked the whole feel of Lidl Surprises, but this one? No.
I think that the comments on your Facebook are proof enough that the advert is distasteful and incredibly misleading. As one user said: “A turkey doesn’t magically go from a berry-browsing, apple-enjoying, free-ranging bird to clean, bald and cooked on a plate..” and I think you should recognise that.
Merry Christmas, Lidl.