Kiwis see red about ‘Ginger Swap’ campaign for Hakanoa Ginger Beer via M&C Saatchi, Auckland

The NZ Herald reports that a ginger beer maker whose advertising offered to swap a ginger child for the drink has apologised for offending people, and has asked for police help given the strength of the criticism.

The public backlash against the campaign, created by M&C Saatchi Auckland, left Hakanoa Ginger Beer maker Rebekah Hay frightened and in tears, reports the NZ Herald.

The campaign offered parents of ginger children the chance to trade their “spawn” for a six-pack of ginger beer.

Ms Hay (below left) revealed that she only agreed to the campaign after M&C Saatchi executive creative director and partner Dave King came to her with the idea after his ginger-haired son had been bullied.

Herald on Sunday columnist Kerrie Woodham certainly saw red. Says Woodham: “If Hakanoa and the ad-land dad had really wanted to promote positivity around redheads, there could have been so many, many ways to do that. As it is, the kids aren’t going to see the reverse psychology in this.”