Who Thought This Was a Good Idea? Spinneys “Missing” Billboards Hit a Nerve in Lebanon

Spinneys is under fire for a new billboard campaign that launched this week, featuring posters of people labeled as “MISSING” with the names of different Lebanese areas, perhaps an apparent attempt to announce a new store location.

But the timing couldn’t have been worse, and it has us wondering: who approved this?

Only days after the 5th anniversary of the devastating Beirut port blast, the billboards began popping up across Lebanon, featuring large photos of individuals with the word “MISSING” in bold, followed by the name of a location.

Some thought they were looking at memorials for blast victims. Others believed they were real missing persons notices. Instead, it turned out to be a marketing stunt by Spinneys, promoting its branch locations.

Many users on TikTok criticized the campaign for being misleading and insensitive, especially given Lebanon’s collective trauma around the port explosion and the emotional weight that the word “missing” still carries.

Others pointed out that the campaign could have been confusing or even triggering, especially for those who initially thought they were looking at actual missing persons reports.

Many were even surprised that Spinneys was behind the campaign. Some assumed it was a government initiative or a public awareness message at first glance.

Here are some of the reactions that surfaced online:

This controversy is just the latest in a growing list of tone-deaf marketing campaigns in Lebanon. Brands increasingly rely on shock value, confusion, or emotional manipulation to get people talking. Instead of thoughtful storytelling or creative concepts that resonate, we’re seeing more campaigns designed purely to provoke.

PSA: just because people are talking about your campaign on TikTok doesn’t mean it worked. There is such a thing as bad publicity, and this one’s leaving a sour taste in people’s mouths.

Want to talk about recent campaigns? Check this out: Love It…or Don’t Get It: Roadster’s Summer Campaign Has Everyone Divided