Brands Warned After Woolworths Avoids $50K Fine For Anzac Debacle
the fallout continues from woolies’ mega Anzac promo fail yesterday with news the grocer has narrowly missed being smacked with a $50,000 fine for not getting the correct permission to use the famed wartime acronym.
There is also conflicting reports today whether Woolworths chief marketing officer, Tony Phillips, even knew of, let alone approved, the ill-fated campaign produced by Melbourne agency Carrspace.
However, the minister for veteran affairs, Michael Ronaldson, was quick to remind brands not to meddle with or misuse the Anzac name and that they too risked large fines for doing so.
“The Australian community quite rightly expects that the word Anzac is not trivialised or used inappropriately and as Minister for Veterans Affairs I am responsible for ensuring that any use of the word Anzac does not provide commercial benefit to an organisation,” Mr Ronaldson said.
“While I acknowledge that Woolworths moved quickly to address the situation, I hope this is a reminder to others that the regulations are in place for good reason and that they will be rigorously enforced.”
The campaign encouraged people upload stories and change their social media profile pictures to loved ones affected by or lost to war. The image was then branded with the Woolworth’s logo and the phrase “Lest we forget 1915-2015. Fresh in our memories”- a reference to the Woolworth’s “fresh food people” slogan.
The campaign was crucified by people on Twitter and Facebook last night. The meme generator has been taken down, but here are some the #brandzacday and #freshinourmemories tweets and responses:
Is this what you meant @woolworths #freshinourmemories pic.twitter.com/xttGJjhFx0
— Discombobulate (@Discombobul8) April 14, 2015
I'm disgusted but not surprised by @woolworths commercialising #Anzac100 Symptomatic of a broader disease @captainbrown #freshinourmemories
— Peter Whish-Wilson (@SenatorSurfer) April 14, 2015
You monster, @TonyAbbottMHR… #freshinourmemories #woolworths pic.twitter.com/T5EvLLWb6e
— Samuel Webster (@wiredjazz) April 14, 2015
How to avoid a #brandzacday disaster? Don't use ANZAC Day as a marketing opportunity. Bloody brands, never learn.
— Sophie King (@King_Soph) April 14, 2015
Yuck! #FreshInOurMemories pic.twitter.com/38N6z3j7RT
— Tony C (@tamesapien) April 14, 2015
Its just one marketing push after another. The real meaning of any event is lost in having to 'shop' than 'remember #BrandzacDay
— Mark Brennan (@mbhowareya7) April 15, 2015
Lest We Forget indeed. Whoever approved @woolworths marketing campaign is going to remember those words #facepalmhttp://t.co/dFTzf6G4Mb
— JP O'Brien (@pushcomesto) April 14, 2015
*sheds tear* #freshinourmemories pic.twitter.com/aS6VQ0l1UA
— Nick (@kypros1992) April 14, 2015
But not everybody was quick to crucify the grocer. Siimon Reynolds, advertising heavyweight, told News Corp: “I think Woolies and the agency have been really unfairly treated. Woolworths doesn’t need to increase its brand status, and I’d imagine the only reason they did it was out of respect for the Anzacs. Their mistake was using a bit of cleverness in the headline, and that was a mistake, but you’ve got to look at the intention.”
Woolworths took to Facebook to apologise for the campaign saying: “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.”
McCann worldwide chairman Ben Lilley told Fairfax Media that: “Woolworth’s have tried to do something different and in this instance it hasn’t worked for them, but other large corporates have taken similar calculated risks and it’s paid off handsomely by engaging with their target audience.”
Adam Ferrier, global chief strategy officer of Cummins&Partners, told News Corp that “my thoughts are that people love to get outraged at the moment and any excuse they can find to get outraged they will.”
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.