UK: Supermarket chain Tesco, keen to celebrate the recent Rugby World Cup win with its customers, seized eagerly on the news that Jonny Wilkinson's mum was shopping in one of their stores when her son scored his winning "drop" goal for England.
It ran a picture in eight national newspapers, showing a newspaper cutting of Phillipa Wilkinson beside the headline "She shopped till he dropped".
Brilliant response marketing—the problem was that the ad ran without Mrs Wilkinson's permission.
The company was forced to apologise and make a donation to charity after the news emerged.
A Tesco spokesperson admitted, "We should have telephoned the family first but we telephoned Jonny's agent once we had run the advert and he wasn't happy about it". The Guardian
