A campaign telling parents they can trade their ginger haired children for free ginger beer has left a sour taste.
Youthline is outraged by Hakanoa Ginger Beer's campaign, that it says, aims to boost sales based on controversy.
A press release that was sent to media about the campaign for the Auckland company, refers to red-haired children as "ginger spawn" and offers parents the opportunity to swap them.
Youthline chief executive Stephen Bell says if the company is consciously using the pain of some people to market a product, that's crossing a line.
But Hakanoa's director Rebekah Hay says the campaign is intended to be light hearted and not offensive.