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The Digest:
Nigerian grocery chain Bokku Mart has issued a public apology and deleted a promotional video that sparked widespread condemnation for its use of an ethnic slur. According to The Guardian, the advert, which featured an influencer stating she could shop "without any Omo Igbo cheating me," has ignited a fierce debate on tribal stereotyping in marketing, fracturing the very unity the brand now claims to champion.

Key Points:
  • Bokku Mart deleted an ad where an influencer used the phrase "Omo Igbo cheating me."
  • Social media users universally condemned the reliance on ethnic stereotyping for marketing.
  • Critics called the campaign disgraceful, sensitive, and a deliberate denigration of the Igbo tribe.
  • Many users vowed to boycott the store, opting for competitors like Justrite and Jendol.
  • The grocery chain issued an apology, calling the remark unintentional and "very sorry."
  • The company stated it is "pro-Nigerian" and does not condone hurting any part of the country.
  • The incident underscores the severe reputational risks of leveraging tribal bias for commerce.
The apology attempts to mend a breach of trust that reveals how quickly brand identity can unravel when it trades on the nation's deepest fractures.

Sources: The Guardian, Social Media

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