{"id":759334,"date":"2025-08-07T10:05:17","date_gmt":"2025-08-07T10:05:17","guid":{"rendered":"https:\/\/www.beirut.com\/?p=759334"},"modified":"2025-08-07T10:05:20","modified_gmt":"2025-08-07T10:05:20","slug":"who-thought-this-was-a-good-idea-spinneys-missing-billboards-hit-a-nerve-in-lebanon","status":"publish","type":"post","link":"https:\/\/www.beirut.com\/en\/759334\/who-thought-this-was-a-good-idea-spinneys-missing-billboards-hit-a-nerve-in-lebanon\/","title":{"rendered":"Who Thought This Was a Good Idea? Spinneys &#8220;Missing&#8221; Billboards Hit a Nerve in Lebanon"},"content":{"rendered":" <p>Spinneys is under fire for a new billboard campaign that launched this week, featuring posters of people labeled as \u201cMISSING\u201d with the names of different Lebanese areas, perhaps an apparent attempt to announce a new store location. <\/p>    <p><\/p>    <p>But the timing couldn&#8217;t have been worse, and it has us wondering: who approved this?<\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7535505456387689736\" autoload><\/lite-tiktok>   <p><\/p>    <p>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 \u201cMISSING\u201d in bold, followed by the name of a location. <\/p>    <p><\/p>    <p>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.<\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7534716552285916434\" autoload><\/lite-tiktok>   <p><\/p>    <p>Many users on TikTok criticized the campaign for being misleading and insensitive, especially given Lebanon\u2019s collective trauma around the port explosion and the emotional weight that the word \u201cmissing\u201d still carries. <\/p>    <p><\/p>    <p>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.<\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7535082468681059591\" autoload><\/lite-tiktok>   <p><\/p>    <p>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. <\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7535123068927216912\" autoload><\/lite-tiktok>   <p><\/p>    <p>Here are some of the reactions that surfaced online:<\/p>    <p><\/p>    <figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"776\" height=\"316\" src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.51.28\u202fPM.png\" alt=\"\" class=\"wp-image-759335\" srcset=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.51.28\u202fPM.png 776w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.51.28\u202fPM-600x244.png 600w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.51.28\u202fPM-250x102.png 250w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.51.28\u202fPM-768x313.png 768w\" sizes=\"auto, (max-width: 776px) 100vw, 776px\" \/><\/figure>    <p><\/p>    <figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"784\" height=\"390\" src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.27\u202fPM.png\" alt=\"\" class=\"wp-image-759338\" srcset=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.27\u202fPM.png 784w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.27\u202fPM-600x298.png 600w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.27\u202fPM-250x124.png 250w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.27\u202fPM-768x382.png 768w\" sizes=\"auto, (max-width: 784px) 100vw, 784px\" \/><\/figure>    <p><\/p>    <figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"786\" height=\"244\" src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.04\u202fPM.png\" alt=\"\" class=\"wp-image-759341\" srcset=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.04\u202fPM.png 786w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.04\u202fPM-600x186.png 600w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.04\u202fPM-250x78.png 250w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.50.04\u202fPM-768x238.png 768w\" sizes=\"auto, (max-width: 786px) 100vw, 786px\" \/><\/figure>    <p><\/p>    <figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"362\" src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.49.57\u202fPM.png\" alt=\"\" class=\"wp-image-759344\" srcset=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.49.57\u202fPM.png 788w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.49.57\u202fPM-600x276.png 600w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.49.57\u202fPM-250x115.png 250w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/Screenshot-2025-08-07-at-12.49.57\u202fPM-768x353.png 768w\" sizes=\"auto, (max-width: 788px) 100vw, 788px\" \/><\/figure>    <p><\/p>    <p>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\u2019re seeing more campaigns designed purely to provoke. <\/p>    <p><\/p>    <p>PSA: just because people are talking about your campaign on TikTok doesn\u2019t mean it worked. There <em>is<\/em> such a thing as bad publicity, and this one\u2019s leaving a sour taste in people\u2019s mouths. <\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <p class=\"has-pale-ocean-gradient-background has-background\" style=\"font-size:17px\"><strong>Want to talk about recent campaigns? Check this out: <a href=\"https:\/\/www.beirut.com\/en\/758649\/love-it-or-dont-get-it-roadsters-summer-campaign-has-everyone-divided\/\" target=\"_blank\" rel=\"noreferrer noopener\">Love It&#8230;or Don\u2019t Get It: Roadster\u2019s Summer Campaign Has Everyone Divided<\/a><\/strong><\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>         <div style=\"width: 100%;\" class=\"mobile products-container-two-product swiper\">   <div class=\"swiper-wrapper\">        <a class=\"swiper-slide\" href=\"https:\/\/www.beirut.com\/en\/product\/the-beirut-tee\/\" aria-label=\"The Beirut Tee\" style=\"min-width: 66% !important;height:auto !important;\">      <div style=\"min-width: 90% !important;\" class=\"single-product-two-product\">       <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/04\/beirutee-524x600.png\">       <\/div>       <div class=\"product-content-two-product\">        <h2 style=\"height: 45px;\">The Beirut Tee<\/h2>        <p>Beirut.com printed logo on the left side. Available in Black, White, and Olive Green.<\/p>        <div class=\"price-container-two-product\">         Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>       <\/div>       <\/div>      <\/div>     <\/a>         <a class=\"swiper-slide\" href=\"https:\/\/www.beirut.com\/en\/product\/%d8%ba%d8%b1%d8%b1%d9%88%d9%88%d9%88%d9%88%d9%88%d9%88%d9%81%d9%8a-tee\/\" aria-label=\"\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee\" style=\"min-width: 66% !important;height:auto !important;\">      <div style=\"min-width: 90% !important;\" class=\"single-product-two-product\">       <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/05\/PHOTO-2024-05-17-15-22-13-600x400.jpg\">       <\/div>       <div class=\"product-content-two-product\">        <h2 style=\"height: 45px;\">\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee<\/h2>        <p>High quality t-shirt that is available in either round neck loose fit made of 100% cotton with short sleeves, or fitted cropped with a round neck and short sleeves (95% cotton,5% elastane). <\/p>        <div class=\"price-container-two-product\">         Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>       <\/div>       <\/div>      <\/div>     <\/a>       <\/div>   <div class=\"swiper-pagination\"><\/div>   <div class=\"swiper-button-prev\"><\/div>   <div class=\"swiper-button-next\"><\/div>  <\/div>   <div style=\"width: 100%;\" class=\"desktop products-container-two-product\">      <a style=\"min-width: calc(25% - 1.5rem); width:calc(25% - 1.5rem);\" href=\"https:\/\/www.beirut.com\/en\/product\/the-beirut-tee\/\" aria-label=\"The Beirut Tee\">     <div style=\"min-width: 100% !important;\" class=\"single-product-two-product\">      <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/04\/beirutee-524x600.png\">      <\/div>      <div class=\"product-content-two-product\">       <h2>The Beirut Tee<\/h2>       <p>Beirut.com printed logo on the left side. Available in Black, White, and Olive Green.<\/p>       <div class=\"price-container-two-product\">        Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>      <\/div>      <\/div>     <\/div>    <\/a>       <a style=\"min-width: calc(25% - 1.5rem); width:calc(25% - 1.5rem);\" href=\"https:\/\/www.beirut.com\/en\/product\/%d8%ba%d8%b1%d8%b1%d9%88%d9%88%d9%88%d9%88%d9%88%d9%88%d9%81%d9%8a-tee\/\" aria-label=\"\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee\">     <div style=\"min-width: 100% !important;\" class=\"single-product-two-product\">      <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/05\/PHOTO-2024-05-17-15-22-13-600x400.jpg\">      <\/div>      <div class=\"product-content-two-product\">       <h2>\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee<\/h2>       <p>High quality t-shirt that is available in either round neck loose fit made of 100% cotton with short sleeves, or fitted cropped with a round neck and short sleeves (95% cotton,5% elastane). <\/p>       <div class=\"price-container-two-product\">        Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>      <\/div>      <\/div>     <\/div>    <\/a>       <\/div>   ","protected":false},"excerpt":{"rendered":"<p>Spinneys is under fire for a new billboard campaign that launched this week, featuring posters of people labeled as \u201cMISSING\u201d with the names of different Lebanese areas, perhaps an apparent attempt to announce a new store location. But the timing couldn&#8217;t have been worse, and it has us wondering: who approved this? Only days after [&hellip;]<\/p>\n","protected":false},"author":113,"featured_media":759347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_preview_accessed":0,"footnotes":""},"tags":[1093,2072,1338,338],"media-embed-type":[],"class_list":["post-759334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-news","tag-opinion","tag-viral","tag-wtf"],"authorship":[87],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Who Thought This Was a Good Idea? Spinneys &quot;Missing&quot; Billboards Hit a Nerve in Lebanon &#187; Beirut.com<\/title>\n<meta name=\"description\" content=\"Spinneys is facing backlash for a tone-deaf billboard campaign that featured \u201cMISSING\u201d posters. Here&#039;s why it struck a nerve.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.beirut.com\/en\/759334\/who-thought-this-was-a-good-idea-spinneys-missing-billboards-hit-a-nerve-in-lebanon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who Thought This Was a Good Idea? Spinneys &quot;Missing&quot; Billboards Hit a Nerve in Lebanon\" \/>\n<meta property=\"og:description\" content=\"Spinneys is facing backlash for a tone-deaf billboard campaign that featured \u201cMISSING\u201d posters. Here&#039;s why it struck a nerve.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.beirut.com\/en\/759334\/who-thought-this-was-a-good-idea-spinneys-missing-billboards-hit-a-nerve-in-lebanon\/\" \/>\n<meta property=\"og:site_name\" content=\"Beirut.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/beirutcityguide\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-07T10:05:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-07T10:05:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/08\/spinneys.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2440\" \/>\n\t<meta property=\"og:image:height\" content=\"1500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Taleen El Gharib\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beirutcityguide\" \/>\n<meta name=\"twitter:site\" content=\"@beirutcityguide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Taleen El Gharib\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.beirut.com\\\/en\\\/759334\\\/who-thought-this-was-a-good-idea-spinneys-missing-billboards-hit-a-nerve-in-lebanon\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.beirut.com\\\/en\\\/759334\\\/who-thought-this-was-a-good-idea-spinneys-missing-billboards-hit-a-nerve-in-lebanon\\\/\"},\"author\":{\"name\":\"Taleen El Gharib\",\"@id\":\"https:\\\/\\\/www.beirut.com\\\/ar\\\/#\\\/schema\\\/person\\\/998828f4428be1a686c6c9e94be1708e\"},\"headline\":\"Who Thought This Was a Good Idea? 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