In past years, stoushes with SodaStream. This year, a war of words with SumOfUs over Doritos’ palm oil use. The Super Bowl publicises Pepsico in all the wrong ways.

SumOfUs isn’t the only organisation crashing Doritos Crash the Super Bowl. Droga5’s parody ad for Newcastle Brown Ale was designed to make Newcastle’s sales soar.

SumOfUs’ parody Doritos ad was created to make its petition against Doritos soar. SumOfUs is within a hair’s breadth of achieving its aim of 300,000 signatures.

This is what the organisation is fighting for:

“Rainforests across Southeast Asia are being destroyed every day to make way for massive palm oil plantations, where workers, even children, are trapped in modern slavery to cultivate the vegetable oil. The clearing of these rainforests and peatlands are driving many species like the orangutan and Sumatran tiger to the brink of extinction, while also polluting the Earth’s atmosphere by releasing gigatons of greenhouse gases.

“Each year, PepsiCo buys 427,500 tonnes of palm oil. Given how high profile the Doritos Super Bowl campaign is, we’re using this opportunity to let consumers around the world know about PepsiCo’s irresponsible palm oil sourcing policy. there’s never been a better time to spread the message and make friends, family and colleagues aware of PepsiCo’s practices.

This is the ad:

The ad achieved 1,231,477 YouTube views in its first week. It was uploaded on January 11 to coincide with Pepsico’s announcement of the ten finalists in its Doritos 2015 Crash the Super Bowl contest. It was directed and produced by Motion Picture Company, which has created a number of videos for NGOs.

SumOfUs is also running ads on buses in the UK and online, targeting Doritos customers internationally on Facebook and Google.

PepsiCo has responded with the statement, “SumofUs’ continual mischaracterisations of our palm oil commitments are patently false and run counter to the positive reception our policies have received from expert organizations in this arena. PepsiCo has repeatedly stated that we are absolutely committed to 100% sustainable palm oil in 2015 and to zero deforestation in our activities and sourcing. This latest public relations stunt, focused on fiction rather than facts, does nothing to foster positive dialogue or affect positive change. We find our policies effective and stand by them.”

In response to that statement, SumOfUs is distributing a letter that a coalition of environmental groups — including Greenpeace and Union of Concerned Scientists — sent PepsiCo CEO Indra Nooyi last July.

The letter states that the groups are “encouraged by PepsiCo’s recent adoption” of policies involving forestry stewardship and palm oil, but adds that “it is our view that a number of clarifications to strengthen these policies and associated implementation plans are still needed to ensure that PepsiCo’s impact and capacity to drive much-needed changes in its global supply chains is realised.”