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Supermarket chain accused of sexism over Mother's Day gift ad promoting vacuum cleaner, sewing machine

Danielle Fowler
·Freelance Writer
Lidl faces backlash after it released what some considered a “sexist” advertisement promoting household items as Mother’s Day gifts. (Photo: Getty Images)

Lidl Germany has come under fire for releasing what some called a “sexist” advertisement that lists the likes of a vacuum cleaner, ironing board, and sewing machine as Mother’s Day gift ideas.

Shoppers took to Twitter to call out the international supermarket chain for its “outdated” message, which was featured in its German and Austrian branches.

Many have used the hashtag #dankefürnichts — which translates to “thanks for nothing” — in response to the ad.

“Dear Lidl, I would need the sewing machine with a light blue heart [for] Father’s Day,” one woman joked.

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“How was something like this made in 2018?” asked another commenter.

The ad also pitched ironing boards as something Mom might like. (Photo: Getty)

In response to the outcry, a Lidl spokesperson issued a statement expressing “regret” over any offense caused.

“As part of our changing action weeks, we — like all retailers — take seasonal or holidays as occasions for our marketing activities.

“We offer special promotional products or reduce selected products in price, sometimes significantly, for a limited period of time, which is always very well-received by our customers. We regret that our current promotion causes some displeasure with some of our customers, and we take the feedback very seriously.”

And it was only a matter of time until rival chain Aldi teased its competition for its embarrassing blunder with a new advertisement of its own.

“If you also think that on Mother’s Day you should leave the sewing machine or the trouser steam iron by Lidl Deutschland, then give the wonderful mothers of this world a little more,” it reads.

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In a bid to redeem itself, Lidl has since removed the advertisement and is instead promoting jewelry and handbags for Mother’s Day.

Read more from Yahoo Lifestyle:
Miss USA explains why she’s an ‘equalist’ and not a ‘feminist’
Reese Witherspoon is just another mom who thinks it’s crazy that girls rarely get pockets
9 Mother’s Day gifts to fit any budget

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