Heidi Montag
Heidi Montag, reality TV star and model, performs a song during the Miss Universe 2009 annual pageant held at Atlantis on Paradise Island in the Bahamas August 23, 2009. REUTERS/Lucas Jackson

New Zealand’s seafood company Sealord has dumped U.S. reality star Heidi Montag’s ad after receiving complaint from its consumers.

The 30-second commercial saw “The Hills” star asking Kiwis how good were Sealord’s fish fillets from the freezer.

“When Sealord wanted real descriptions of their real fish fillets, I thought, ‘Who better than me? A reality TV star. They’re totally chunkalicious!’” Montag said in the commercial before wondering if “chunkalicious” is a real word.

It was a brief and to the point, but the casting of Montag left a bitter taste in the consumers’ mouths. There are people who complained on the company’s Facebook page, saying that Montag wasn’t relevant to New Zealand or to the food. Some commenters also criticised Sealord for hiring a celebrity when they could have spent the ad money to its employees.

Sealord recently announced that it was laying off almost 100 jobs at its Nelson wetfish factory.

“You guys are as the FAKE wannabe and 95% plastic has been spicy wtf !!!!! We’re you thinking?????? Why the plastic has been wannabe why didn’t you hire a true kiwi icon for your advert??? Shoot can you can SELLOUt!” (sic) Toni Ellis wrote.

“I thought we’d seen and heard the last of that terrible excuse for a reality TV star Heidi Montag! Worst product endorsement ever!” Shaun Bullard added.

“I’m really sorry to have to say this but you seriously need to get rid of the latest ad with that Heidi Montag! She’s just plain tacky and has no relevance to NZ or our seafood and she just cheapens the whole brand! We use SeaLord products all the time and its (sic) just plain embarrassing!” Lydia Thornton also wrote.

Sealord took note and replaced Montag’s ad with another commercial that features not one recognisable face.

“We heard you NZ! You told us that you loved our REAL fish but not Heidi Montag. So, we listened and changed our TV Ad to star only REAL people,” Sealord wrote on Facebook.

Not everyone was pleased with Sealord’s people-pleasing move, though. As some commenters said, the cruel comments about Montag were embarrassing to other Kiwis as they showed some people’s intolerance.

“Poor Heidi Montag, she’s not an actor she’s a real person and right now I expect a real miserable one who thinks we’re a nation of jerks. Which of course we’re not. If this has taught me anything, it’s that we’re either a nation of whiners, or a nation of racists  IT”S JUST AN AD, and only a few seconds of it at that, why scar her for life ,” (sic) Geoff Infield wrote.

“I can’t believe all you small minded people wanted her out of a 30 second commercial because she isn’t a New Zealander endorsing a NZ product, all this country is good for is whining and winging until you get what you want because you don’t like the way it looks do you know how judgemental you all sound, why vote her out of an ad?” (sic) Emerson Cherrington also wrote.

Montag, who became Heidi Pratt after marrying her “The Hills” co-star Spencer Pratt, has been open about her numerous plastic surgeries. She has had F-cup breast implants, but had reduced them to D-cup after suffering from health issues. She also underwent a number of other cosmetic procedures, including chin reduction and rhinoplasty.