The management of FrieslandCampina WAMCO Nigeria Plc, the manufacturers of Peak Milk, has apologised to the Christian Association of Nigeria (CAN) for using the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday. The company withdrew the social‑media advertisement and acknowledged the sensitivity of the post “considering the sobriety of the season.” It stressed that the intent was not to make light of the significance of the day nor to exploit the sacrifice of Jesus Christ.
Ore Famurewa, Executive Director of Corporate Affairs at FrieslandCampina WAMCO Nigeria Plc, expressed remorse in a letter dated 10 April 2023 to CAN President Archbishop Daniel Okoh. Titled “Apology for the Good Friday social media post by the Peak Brand,” the letter restated the company’s commitment to nurturing Nigeria while respecting all religious laws, tenets and guidelines. Famurewa wrote, “Please accept our deepest apology and our pledge to prevent a recurrence of such an incident in the future. Accept the assurances of my esteemed regards.”
CAN’s General Secretary, Joseph Daramola, described the advertisement as “insensitive, offensive, and totally unacceptable.” He warned all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting products. CAN is considering serious sanctions against the firm, including a boycott of its products by Christians, and said it would not tolerate any attempt to trivialise or disrespect the faith.
The advertisement sparked a public outcry among Christians, who called it “blasphemous.” Daramola said the post was not only disrespectful to the Christian faith but also an affront to millions of Christians in Nigeria and beyond. “Good Friday is a solemn day for Christians worldwide, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified for our sins. It is not a day to be used for crass commercial purposes,” he said.
He added, “We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit. We are considering sanctions against FrieslandCampina WAMCO Nigeria Plc, including a boycott of their products by our members and all well‑meaning Nigerians who share our concerns. We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately.”
Recalling a similar incident involving Sterling Bank Plc, which used crucifixion imagery in a promotion, Daramola said, “We condemned it then, and we condemn it now. We therefore urge all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialise or disrespect our faith. Be warned!”
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