The Fresh Food People have put their foot right in it after an Anzac commemorative promo failed miserably.
Woolworths have been forced to pull a website that allowed customers to share their own war stories and post pictures to commemorate Anzac Day. However, its title “fresh in our memories” soon caused the typical social media backlash after it was deemed too similar (and utterly inappropriate) to its “fresh food people” mantra.
Woolies also failed to get permission to use the word Anzac. Under Australian law anyone using the famed acronym must get permission from the Australian Government first.
With many calling the promo lame, crass and disrespectful on Twitter the supermarket behemoth was forced to shut the site down last night and issue an apology via its Facebook page.
The apology read: “We regret that our branding on the picture generator has caused offence, this was clearly never our intention. Like many heritage Australian companies, we were marking our respect for ANZAC and our veterans.
The campaign was reportedly done by Melbourne agency Carrspace; however, any reference to it had been removed from its website this morning.
In fact, Fairfax is now reporting that the agency has “gone into hiding” and won’t be making any comments on the unsavoury matter.
RSL President, rear-admiral Keen Doolan, told Channel Nine that the entire stunt was “unfortunate”.
“I think they have taken the right action … pulling it down,” Doolan said.
“There is a very fine line to be judged here, where you are dealing with such sensitive issues and the Australian public speak very clearly and very loudly when that fine line is crossed. On this occasion unfortunately it was crossed, it was insensitive, it has been taken down.”
Meanwhile, NSW minister for veterans affairs David Elliott told Fairfax Radio the whole thing was “distasteful” and added a warning to other organisations with plans on exploiting the goodly Anzac name.
“For these firms, and there a number of examples, to use the Anzac and the veteran and the whole notion of sacrifice and service for their own commercial gain, or indeed personal gain, I find highly distasteful,” Elliott said.