Seven months after stoking controversy in the UK, Greenpeace is to let another supermarket "recycle" its anti-palm oil 'Rang-tan' ad – handing the creative over to Dutch chain Ekoplaza.
Last Christmas, British grocer Iceland repurposed the spot – which stars an animated baby orangutan – for its festive campaign, underscoring its commitment to remove palm oil from its own-label food by the end of 2018.
However, Iceland's iteration caused a furore after it was banned from TV broadcast by ad vetting body Clearcast, which said it was "directed towards a political end" because of its affiliation with the environmental lobbying group.
Now, along with Greenpeace's creative agency Mother London, Dutch supermarket Ekoplaza is adapting the ad to appear in the Netherlands. It will run online and in 75 stores only, not on TV – even though guidelines set by Dutch ad regulators differ from those in the UK.
In the Dutch version of the ad, the voiceover narration is provided by actor Georgina Verbaan, who is well known in the country for her support of environmental causes.
Earlier this year, it looked like Greenpeace wanted to reclaim 'Rang-tan' as its own, building the legacy out with a grassroots classroom campaign and launching a picture book adaption it claimed would bring the campaign around palm oil back to its original intention: to help educate the next generation of environmental advocates.
Ekoplaza will now be the third brand to use the creative.
“The story of palm oil is incredibly complex - our aim is to eradicate palm oil that causes rainforest destruction from the products we sell," said Steven IJzerman, quality manager at Ekoplaza.
"We want to use our reach to highlight this important issue to Dutch consumers. The journey to totally transparent, sustainable sourcing is a long one, and we’re totally committed to bringing more brands along it."
When Iceland's version was spiked before it hit TV screens, Clearcast's managing director decried the "media storm" around the ad and lamented on the abuse staff had received from members of the public.
It was also later revealed that – forgoing its commitment to completely eradicate palm oil from its own brand products before the year was out – Iceland had instead dropped its name from 17 palm products to meet the self-imposed deadline.
The advertiser blamed technical issues, saying it did not want to "mislead consumers".