- A German supermarket chain has been criticised for fat shaming
- Edeka produced an advertising campaign that critics say is insulting
- A boy who wants to escape a town full of fat people loses weight and flies away
- The supermarket say they wanted to encourage healthier eating habits
By Rod Ardehali | 20 February 2017
DAILY MAIL — An advert made by a supermarket chain famous for its viral campaigns has been criticised for fat shaming.
German supermarket chain Edeka’s new campaign called ‘Eatkarus’ is has caused controversy only a few days after its release.
The short film, which has amassed 8 million views across social media platforms combined, tells the story of a fat young boy who lives in a town inhabited only by the overweight.
Everyone in the fantasy world eats the same grey mash for breakfast, lunch and dinner.
However, the plump boy dreams of flying away like a bird – drawing on the Greek myth of Icarus who created wings to fly with.
The boy, distracted by creating his own wings, and inspired to eat berries by a crow he has been chasing, inadvertently loses weight in the process. […]