Supermarket campaign for healthy eating attracts mixed reviews

An advertisement for a European supermarket is causing controversy and receiving mixed reviews online, with some accusing the store of "fatshaming."

The advertisement for German grocery chain Edeka features a story about a boy in a fictitious town which is inhabited by overweight residents.

In the campaign, reportedly called 'Eatkarus', the seemingly unhappy people are seen eating the same mashed food at each meal.

The boy spots a bird while eating and tries to fly away himself, holding onto balloons, a kite and making wings.

During his attempts to fly he spots a bird eating berries and then changes his diet, losing weight in the process.

Towards the end of the advertisement the boy, who appears much slimmer, can be seen running with wings he has made, before flying.

It ends with the phrase "Iss wie der, der du sein willst," which reportedly translates to "Eat like the one you want to be".

One Twitter user wrote: "Beautiful but bizarre ad by German supermarket #Edeka - as if a fatshaming troll hijacked a #JohnLewis xmas campaign"

Another wrote: "German food retailer #Edeka go viral with fatshame video about “#Eatkarus” while selling fattening convenience food."

However, many thought the ad was effective.

One said: "Eat like the person you want to become ! Well done #edeka ! Very clever ad."

According to The Metro, the supermarket chain has responded to criticism and said the aim was to raise awareness about healthy nutrition.

It released a statement which reportedly said: "With a certain exaggeration, we wanted to shake off the daily routine of fast food and the movie’s unidentified grey mash, regardless of the size of an individual."

"We are aware that some people suffer from obesity because of illness, which cannot be solved with a simple diet change."

The YouTube clip has been viewed more than 2.5 million times since it was released last week.