Estonian meat processor Rannarootsi has rejected accusations that a new advertising campaign carries anti-Russian messaging after critics said it referenced the war in Ukraine and used a derogatory slang term for Russian-speakers, state media reported on July 23.

The dispute lands in a country where roughly a quarter of the population is Russian-speaking, and where commercial messaging touching on ethnicity has become politically charged since 2022. Estonia has removed Soviet-era monuments and restricted Russian-language schooling over the same period.

The advert, published on social media on July 21, promotes barbecue pork with caramelised onions. It shows two men in shirts bearing Ukrainian flags grilling meat on a beach as smoke rises behind them, with the slogan: "The right grill will turn a bitter onion sweet."

The Estonian word sibul, meaning onion, doubles as a pejorative term for Russians. Some commentators said that, combined with a smoke-filled backdrop resembling images from recent Ukrainian drone strikes inside Russia, the advert could be read as mocking Russian-speakers.

Centre Party leader Mihhail Kolvart said companies were free to choose their marketing strategies but should avoid messages that deepen social divisions.

"Amid the current difficult geopolitical situation, with security risks higher than ever, this inevitably begs the question: who benefits from such provocations?" Kolvart wrote. "Who gains from adding fuel to the fire when our society is already facing too much distrust, division, pain and anger?"

Rannarootsi chief executive Karmo Aksel denied any political intent. "It's directly connected to our product and its ingredient, caramelized onion. The slogan refers specifically to that product," he said.

Aksel said he had been unaware the word could be read as an ethnic slur and that the company had not intended to target any group. The smoke, he said, drew on imagery common in current news coverage rather than any specific military event.

He acknowledged the advert had been interpreted differently from what the marketing team intended, but said the company would not withdraw it despite calls on social media for a boycott.

Rannarootsi, one of Estonia's largest meat producers, became independent after separating from Maag Group last year. It employs more than 230 people and reported revenue of €38.1mn and net profit of €4.7mn in its first nine months as a standalone business.