• Switzerland's news in English

Butcher labels woman 'best meat in town'

29 Sep 2011, 16:40

Published: 29 Sep 2011 17:44 GMT+02:00
Updated: 29 Sep 2011 16:40 GMT+02:00

Facebook Twitter Google+ reddit

A Zurich butcher shop has received a rap on the knuckles from a Swiss advertising standards authority that deemed as sexist a suggestive picture of a leggy woman depicted alongside the slogan: “the best meat in town”.

The butcher shop, Mezgerei Keller, was lambasted for its image of a woman wearing a red mini-skirt, with bare legs and red killer high heels, holding a meat cleaver in her left hand and a juicy, raw steak in her right.

In another ad, also emblazoned on the company's trucks, a young woman wearing red lipstick smiles and looks towards the camera as she bites into a sausage wrapped in Keller foil.

A woman who saw the ads complained to the advertising commission (SLK) about what she found to be their salacious double meaning. The SLK investigated and decided that naked legs had nothing to do with meat, 20 Minuten newspaper reported.

“In addition, the ad offended the dignity of women, because the slogan reduces the model to an object of lust and carnal desire,” according to SLK spokesman Piero Schäfer.

But butcher Urs Keller said he found the SLK’s decision absurd, arguing that just "wanted to do something modern" instead of always advertising with a dead animal. Keller has since removed the offending tagline from his delivery vehicles, although the pictures are still on show.

Keller said none of his 60 employees found the advertisement sexist, nor did the model herself.

“Nobody had ambiguous thoughts. Obviously other people have active imaginations.” 

However, a butcher working in Metzgerei Keller, who didn’t want to be named, told The Local:

“That’s the idea of the pictures – to turn heads and get our butcher shop noticed.”

Natalie Trummer, co-director of women’s organisation Terre des Femmes, told 20 Minuten she believed the ad was unambiguous even without the slogan and called for a boycott of the butcher.

“Through her clichéd presentation as a sex worker, the woman is as buyable as the meat,” she said.

Facebook Twitter Google+ reddit

Your comments about this article

2011-10-05 04:05:24 by tsbarker13
Sexual interest has always been used in advertising to spark interest, turn heads, and get the product noticed. For example a sultry woman puffing suggestively in a cigarette instead of an older man wheezing with lung cancer. Or intimating that a certain car will "win the girls". I really see this as no different -- an ad ment to gather a second look and get noticed amidst all the clutter of daily existence. I for one applaud the buther for an innovative way to market a rather boring product.
Today's headlines
‘Scary clown’ craze hits streets of Zurich
Photo: Pedro Pardo/AFP

Police in Zurich have warned so-called ‘scary clowns’ that they could face charges, following a number of incidents in the city.

VIDEO: driver chases runaway car on Swiss motorway
Image: Neuchâtel police

Shocking footage shows the moment a man dodged lorries to chase after his runaway car on a Swiss motorway.

Saas-Fee crowdfunds low-cost season ski pass
Saas-Fee is hoping to attract 99,999 season pass holders. Photo: Denis Emery/Photo-genic.ch

Skiers could get their hands on a whole season pass for just 222 francs ($223) in the Swiss resort of Saas Fee this winter – if enough people want one.

Swiss billionaire fined for dodging import tax
Urs Schwarzenbach owns the luxury Dolder Grand hotel in Zurich. Photo: Wilhem Rosenkranz

Urs Schwarzenbach faces a $4 million fine for failing to properly declare some 200 artworks imported into Switzerland.

Muslim woman wins headscarf court battle
Photo: Jack Guez / AFP

A Swiss court has ruled against a company that fired a longtime employee after she began wearing the Muslim headscarf.

Montreux throws hat in Olympic rings
Could Montreux host the 2026 Games? Photo: Ivo Scholz/Swiss Tourism

Montreux is to put itself forward as the host city for the 2026 winter Olympics as part of a potential bid by the cantons of Valais and Vaud.

Geneva car share scheme could help reduce city traffic
Catch a Car is aimed at short hops within a city. Photo: Catch a Car

Catch a Car, already in Basel, launches in Geneva next month.

Swiss women will ‘work for free’ for the rest of year
Female employees in Switzerland earn 19.3 percent less than their male colleagues. File photo: Randy Kashka

Switzerland's gender pay gap means from today, Friday October 21st, women in the country will effectively be working for free for the rest of 2016.

Swiss luxury watches stolen in Paris raid
Police outside the Girard-Perregaux watch store on Thursday. Photo: Bertrand Guay/AFP

The 10 Girard-Perregaux watches are worth half a million euros in total.

Brother-in-law arrested over murder of Swiss teacher
The victim worked in a school in Stabio, near the town of Mendrisio. Photo: Oliver Graf

The primary school teacher was found dead in Ticino earlier this week.

Photo: Richard Juilliard/AFP
Man makes Geneva airport bomb threat ‘for a joke’
Sponsored Article
Last chance to vote absentee in the US elections
Photo: AFP
Solar Impulse team reveals plans for unmanned plane
File photo: Martin Abegglen
Swiss to vote on passport rules for 3rd gen foreigners
Photo: AFP
Swiss wingsuit hotspot Lauterbrunnen won’t impose ban
Photo: Swiss Tourism
Six reasons Switzerland isn’t as boring as you might think
Photo: Swiss Tourism
Report: Switzerland one of world’s best places for girls
Photo: The Local
Thief returns Swiss cow bells worth thousands
File photo: Wikimedia Commons
One in three rapists isn’t locked up: statistics
Photo: activistin.ch
Tampon-tax protest turns Zurich fountains red
Photo: AFP
Geneva police to lift ban on bearded officers
Photo: Marcel Gillieron/AFP
Suicide chef’s restaurant keeps Michelin stars
Photo: Lara de Salis
11 things the Swiss get tired of hearing abroad
Photo:  Ivo Scholz/Swiss-image.ch
Survey: expats in Switzerland have money but few friends
Photo: AFP
Swiss press criticize Bern’s 'capitulation' on immigration
Photo: Jura Trois Lacs tourism
German ex-policeman is Swiss city’s new hermit
Photo: Dmitry A. Mottl
Ticino votes to favour local workers over foreigners
Photo: file
Some deodorants could cause breast cancer: Swiss study
Photo: Royal Savoy
In pictures: Inside the latest Swiss luxury hotel
Photo: AFP
Geneva airport bomb hoaxer faces 90,000-franc bill
Photo: Schaffhausen police
Mother leaves toddler son alone in car to go clubbing
Photo: Fabrice Coffrini/AFP
Swiss populist attacked by knife-wielding pensioner
jobs available