Chamber of Agriculture President Josef Hechenberger (ÖVP) even described this as an “affront to Tyrolean agriculture”, and the Tirol Tourist Board then rowed back. “We are warm to everyone, except for our own farmers – that would probably be more appropriate,” Hechenberger said in a broadcast. With their management, they would ensure “that the cultural landscape – which serves as the backdrop for numerous advertising videos – is as appealing to locals as it is to tourists,” said Hechenberger. Here he “clearly misses the sensitivity towards local agriculture”. In addition, he did not understand “that in an advertising video for Tyrol, which upholds traditional hospitality, ‘oat milk’ and not the very own, real Tyrolean milk appears,” says Tyrol’s top agricultural representative.
The Tirol Tourist Board, which filmed the spot “Wir sind zu alle cordial” three years ago and even received an award for it at the Cannes Corporate Media & TV Awards, now wants to pause and revise the campaign with the video. “The fact that the protagonist orders ‘oat milk’ is the ironically exaggerated point of the spot and should in no way be a disparagement of the work of Tyrol’s farmers,” it said in a statement. The Tirol Tourist Board has “for many years placed a special focus in its advertising on products from Tyrol’s agriculture and from the alpine pastures” and does not want to “diminish” the work of the farmers.
Source: Nachrichten
