Wattie’s pulls saucy poke at M¯aori names

Wattie’s has cancelled a major campaign after complaints it was making fun of Ma¯ori place names and setting back efforts to promote te reo.

It comes after research this week argued te reo Ma¯ori was on a pathway to extinction without drastic action.

The “It’s A Kiwi Thing” campaign featured billboards and online ads showing New Zealand towns with Ma¯ori names changed to names like Piehia, Frittianga and Wanakebab.

It also featured takes on Englishderived names including Blenham and Snaglan.

Critical proponents of te reo Ma¯ori said the campaign set back efforts to promote correct spelling and pronunciation.

Research released this week based on 2013 Census data found te reo Ma¯ori was on a pathway towards extinction unless major Government-led strategies were implemented.

A Wattie’s spokesman said after a complaint received this week they decided to discontinue the use of Ma¯ori place names in their campaign.

“We have endeavoured to make it absolutely clear there has been no intention to offend anyone.

“During the course of the campaign those who have responded to it have overwhelmingly treated it in this way,” the spokesman said.

Anton Matthew, owner of Christchurch fish and chip shop Fush and a proponent of te reo Ma¯ori, wrote to Wattie’s to raise concerns about the campaign.

“When you intentionally go out of your way to misspell, mispronounce and take the mickey out of te reo to create a marketing campaign that normalises the mispronunciation of te reo Ma¯ori by saying, ‘it’s a Kiwi thing’, we feel pretty disappointed,” his letter read, Stuff reported.

Fush removed Wattie’s products from their store in protest.

Matthews said te reo Ma¯ori “needs all the help it can get.”

The Wattie’s spokesman said they had been in touch with Matthews, and explained that the campaign was designed as a “fun competition with no intention of causing offence”.

They also explained that after another private message earlier in the week they had stopped using Ma¯ori place names for the campaign.

The billboards at 46 sites had been up since December 30 and were pulled on Thursday.

The company has kept an ad using “Piehia” on its Facebook page, which is part of a competition and has seen others suggest different plays on Ma¯ori names.