While the Super Bowl was seen as a bland game lacking offense this year, there were plenty of fireworks on social media where people voiced their displeasure with an advertisement about “chunky-style milk.”
In years past agriculture has been painted with a positive light by Super Bowl advertisements. In 2014, Chevrolet talked about “Romance on the Ranch” between a Hereford bull and some heifers. The Humane Society of the United States (HSUS) was taken down a notch or two in 2017 with an advertisement that pointed out its funding structure that doesn’t actually help animals directly. A recent commercial receiving the highest praise was Dodge Ram’s “So God Made a Farmer” spot in 2013 featuring narration by legendary radio broadcaster Paul Harvey.
During Super Bowl LIII, the “Chunky-Style Milk” from Mint Mobile might have caused some people to have a weak stomach after eating Super Bowl snacks. The commercial featured a product called “chunky-style milk” because as the animated fox narrator says “that’s not right.” A family is sitting down to breakfast drinking “chunky-style milk because it has the wholesome chunks kids need, unlike smooth style milk.” The mother then pours a glass of the chunk filled liquid into a glass and the whole family enjoys a “beverage.”
The company’s Twitter page even contains the tagline “Chunky style milk? That's not right. But you know what is right? Wireless starting at just $15/month from Mint.” A number of “chunky style milk” tweets followed:
While the advertisement was likely meant to be a funny play on the chunky versus smooth peanut butter debate, it appears to have missed the mark. Many members of the agriculture community went to Twitter and Facebook to voice the disgust with the commercial:
Chunky style milk, I feel attacked.— Faber (@dfaber84) February 4, 2019
#AbandonedShipWhen they started serving the chunky milk.— Ryan Bright (@Farmerbright) February 4, 2019
Being a dairy farmer I’m offended by “mint mobile “ expensive chunky milk ad!!!— Linda Matney (@LindaMatcow) February 4, 2019
Chunky style milk ad……too much….way too much— Matt Swanson (@MaxROIFarmer) February 4, 2019
Omg that chunky milk commercial is a PR nightmare for dairy!!! 😱🤬— Julie Knodler (@JulieKnodler) February 4, 2019
Some farmers asked people to “pick your battles” and “don’t act like vegans stop being offended”:
I’m already not looking forward to listening to people claim that fictional chunky style milk is an affront to their way of life and blame the effrontery on dairy promotional organizations.— Jenni Tilton-Flood (@jtiltonflood) February 4, 2019
Guys I just have to say.. chunky milk isn't right and Bud Light has always been made with rice. Learn to pick your battles!— Carrie Mess (@DairyCarrie) February 4, 2019
I’m a dairy farmer and I’ll say it— Derrick “cows by the ocean” Josi 🌱 (@DerrickJosi) February 4, 2019
Chunky milk ain’t right
It’s funny people
P.S. to my fellow dairy farmers, don’t act like vegans stop being offended fml
2/2. We have 2 things to discuss:— Matt Boucher (@boucherfarms) February 4, 2019
1. Corn syrup free beer
2.Chunky vs regular awesome Milk
Our consumers are watching. This gives us an opportunity to discuss these two items with them respectfully.
The door is open #agtwitter. Will you walk in or complain from the hallway?
Here is what other folks were saying about the chunky milk advertisement, which might explain the outrage for some farmers:
I'm no marketing genius but making people literally gag watching your commercial, where the punch line is inexplicably "chunky milk", seems like a poor brand decision.— nick wright (@getnickwright) February 4, 2019
Me watching that chunky style milk commercial pic.twitter.com/6DcJNIzWiV— mackenzie fonville (@mackenziekyra) February 4, 2019
Show me people drinking chunky milk and I'll show you me not buying your product ever— Nate Blogg (@BarstoolNate) February 4, 2019
That chunky milk was unnecessary. #SuperBowlCommericials— Marty Smith (@MartySmithESPN) February 4, 2019
I don’t know what was more disgusting. The offense in the first half or the chunky milk in that commercial.— Clint Evans (@Maven) February 4, 2019
This game is like chunky milk— Seth Mandel (@SethAMandel) February 4, 2019
I haven’t written a tweet in two years but I’ve come back to complain about the #ChunkyMilk commercial. I am upset.— Samantha Short (@SamanthaRae261) February 4, 2019
What are your thoughts about the recent Super Bowl advertisements? Let us know in the comments.