Breakfast vs Religion


It went viral through social media, which means it caught the sights of an unhappy Suzy Hanna. Effective advertising by Aussiemite or simply defamatory?

They say that prevention is better than a cure. So this article aims to prevent the continuation of a trend that is taking over. Forget hipsters and memes. The latest trend in popular culture seems to be attacking Christian beliefs.

The most recent attack on the Sacrament of the Eucharist comes from a small Australian company called Aussiemite, which in an attempt to utilise the shock factor in its marketing campaign, has mocked the Sacrament of the Holy Eucharist in its latest TV advertisement you can watch here.

My problem is not so much with the company that gave the green light to the ad as much as the mentality behind it. Mick Hunter from the creative advertisement agency that created the offensive ad was quoted as saying It’s probably a bit sacrilegious to the faithful but they are dwindling in popularity as we speak”. I’m sorry Mr. Hunter, but we are not dwindling in popularity, nor are we tolerating attacks on our faith. In fact, the backlash from the ‘dwindling faithful’ was so strong that the company reacted by retracting the ad and apologising, undoubtedly at the fear of the ‘small number’ affecting their sales, when the ‘dwindling faithful’ called for a boycott of Aussiemite via social networking.

A similar event occurred earlier this year when General Pants sold a Ksubi shirt that mocked the Holy Spirit. Again, because the ‘dwindling faithful’ took to social networking and encouraged a boycott, the products were removed from stock and an apology was issued.

The ridicule of the Christian faith has become so mainstream, that the default position has been to mock and then apologise, if the situation forces itself. If Christians were not a powerful demographic market affecting the sales of companies, would offending them be appropriate? Moreover, if Christians were not peaceful in their response, would they be an easy target?

I have no problems with legitimate disagreements with the Christian faith. If people disagree with Christian beliefs, there are appropriate Apologetics groups that they can join. But these are not articulate, well thought out responses to Christian beliefs. They are merely offensive insults aimed at mocking and ridiculing Christianity and harassing Christians.

The deliberate and systematic attacks on Christianity must stop. I have seen the Church, Sacraments and beliefs battered for far too long. It is easy to attack us because we are peaceful and forgiving. We will remain peaceful and forgiving even in the way we no longer tolerate these attacks. So far, the fear of a loss of profit has been enough to ensure an apology, but the ridicule remains.

Enough is enough. No more.

We will stand united as one body and oppose the systematic attacks on our faith. And to those people like Mr. Hunter who believe that we are dwindling- we are not. And if that is the way you treat ‘minorities’ then I question your ethics and principles.


Suzy Hanna is member of The Australian Coptic Movement Association working within the media and public  relations area. With a Bachelor in Law/Arts, Graduate Diploma in Legal Practice, Bachelor in Arts (Honours) and  Bachelor in Secondary Teaching, Suzy’s education and personal interest in sociological affairs of Copts and Egypt  has  seen her on the front lines of elevating the Coptic Cause. Suzy has fronted an array of media outlets including  SBS Broadcasting, Sky and local and independent media. You can contact Suzy via


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