# Snack Food Sexvertising The Hunky Dory Crisps Irish Rugby Campaign Garners Attention By Luisa Amanda Gomes | Published 2010-04-30 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/hunky-dory-crisps-irish-rugby-campaign References: [adpunch.org](http://www.adpunch.org/entry/are-you-staring-at-her-crisps-probably-yes/) & [belfasttelegraph](http://www.belfasttelegraph.co.uk/news/local-national/rugby-chiefs-call-in-lawyers-over-racy-hunky-dorys-ads-14784727.html) The Hunky Dory Crisps Irish Rugby campaign has gained a lot of heat for its [sexually themed ads](https://www.trendhunter.com/trends/huggies1). The print campaign depicts women playing ruby as they show off their cleavage with a bag of Hunky Dory Crisps in the foreground. The ad finishes with the statement, “Are you staring at my crisps?” and an announcement that Hunky Dory is a proud sponsor of Irish Rugby. Whether or not the Hunky Dory Crisps Irish Rugby campaign was attempting to use [tongue-in-cheek humor](https://www.trendhunter.com/trends/dicks-hot-n-spicy), it did not amuse too many people and caused a lot of trouble for the snack company. Chips and boobs just don’t equal harmony in the world of advertising. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 100% | Activity: 99% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What Makes This Trend Stand Out - **Controversial Advertising:** Opportunities for disruptive innovation in developing unconventional and provocative ad campaigns. - **Gender Stereotypes:** Opportunities for disruptive innovation in challenging traditional gender roles and expectations in advertising. - **Sponsorship Strategies:** Opportunities for disruptive innovation in redefining brand sponsorships and associations with sports teams. ### Sectors Adopting This - **Advertising:** Opportunities for disruptive innovation in the advertising industry to create more inclusive and diverse campaigns. - **Snack Food:** Opportunities for disruptive innovation in rethinking marketing strategies and approaches for snack food brands. - **Sports:** Opportunities for disruptive innovation in sports marketing and sponsorship approaches in the wake of controversial campaigns. ## Related on Trend Hunter - [Breaking News-Styled TV Ads](https://www.trendhunter.com/trends/tyrrells-chips.md) - [Nostalgic Seasonal Snack Campaigns](https://www.trendhunter.com/trends/tyrrells-campaign.md) - [Cheeky Snack Chip Campaigns](https://www.trendhunter.com/trends/doritos-a-spicy-but-not-too-spicy-plumber.md) - [Cheeky Tortilla Chip Campaigns](https://www.trendhunter.com/trends/simplyprotein-campaign.md) - [Critical Spicy Snack Campaigns](https://www.trendhunter.com/trends/flamin-hot-campaign.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [Intimately Flavored Snack Chips](https://www.trendhunter.com/trends/chazz-kettle-chips.md)