Being on diet can be really depressing, and sometimes even the result can’t make us happy. Unilever has come up with a controversial campaign for its Du Darfst brand of low-calorie products such as butter, sausage, cheese, spreads, prepared salads and more—the new marketing initiative, developed by Ogilvy Dusseldorf, encourages consumers to ‘Fuck the Diet’ (despite the campaign is in German, it uses the English tagline) and enjoy the food. The slogan seems to be even more controversial than those of Unilever’s AXE, which is thought to be launching the most outrageous campaigns, while the promotional elements are not edgy at all.

The idea is that the products from the Du Darfst (‘You may’ in German) portfolio is low-calorie, so you can eat as much as you want without gaining any weight and can be on a diet without even noticing it. The spot, which is airing on TV, features young, active and happy people, both men and women, who are eating delicious sandwiches made from Du Darfst products and feel just great. In the end of the spot, viewers see a range of the brand’s offerings plus the badge with the ‘Fuck the Diet’ inscription—the image of the badge is also featured on the brand’s website and Facebook page (though, on the social-media page the F-word goes with three asterisks instead of the middle letters).

The brand gives consumers a simple and quite effective way to lose weight without limiting themselves to minimum calories and eating boring food, and helps people get the perfect body shape using tips from Silke Kayadelen, fitness coach and author, the fitness instructor in Germany’s version of ‘The Biggest Loser’. “No fat, no carbohydrates and no food after 5:00— the list of dietary rules is long and frustrating. Stop it! We have developed some great tips with dietician Silke Kayadelen. Try it—reawaken your passion for food and you’ll never look back!” says the brand on its website. There, Du Darfst features a bunch of light recipes, tips on how to lose weight as well as a number of competitions, providing users with an opportunity to win MINI Cooper, shopping weekends or electronic devices.

“Although the current Du Darfst campaign has become a bit of a talking point in Germany—as effective marketing should—it is targeted specifically at German consumers and uses language that we do not believe most German consumers find offensive. This is because the term in the campaign is frequently heard on German TV and radio, and is used in newspapers and magazines, and in the context of ‘let it be’ it is not censored or seen as inappropriate by most German consumers,” commented a spokeswoman for Unilever in Germany said in a note on Tuesday, as reported by Ad Age.