An ad for AussieMite which appeared to deliberately poke fun at the Catholic religion has been pulled with a groveling apology from the makers of the product.
The “Sacrilicious” ad, which shows a worshipper dipping a communion host in a tub of the spread, a rival to Vegemite, which the brand said was “probably not to everyone’s taste”.
But a furious reaction from many Catholics on the brand’s Facebook page, calling for a boycott and asking Coles and Woolworths not to stock it, has led to the climb down.
In a statement posted over the weekend they said: “We sincerely apologise for any offence caused. It was never the intention to do so, but we recognise that for some it did.
“We have listened to your comments and removed any and all instances of the campaign from our social media channels.
“We are a small family-owned company looking to establish ourselves and a product we believe in and love.
“We sincerely hope that this will not dissuade you from buying AussieMite in the future.”
However, another posting showing a pot of the spread in a confessional saying “sorry” has also caused ire with one commenter posting “AussieMite hasn’t learnt anything it seems”.
The brand has also used it’s Twitter feed to respond to a series of angry comments, although it has also tweeted links to a child sex abuse case.
Grant Booker from the agency Grown Ups, which was behind the spot, also took to Facebook to defend it, saying he feels there has been an “overreaction” to it.
He added: “Let's face it the waffle is a bit tasteless. We didn't intend to offend anyone. In fact we ran the idea past a few of our Christian friends and they didn't have a proplem [sic] with the idea. They saw it as funny. But if we have caused offense we're sorry. “
A spokesperson for the Advertising Standards Bureau said they were “closing in on 50 complaints” about the ad, but added they may not be able to investigate if they get confirmation from the brand they have pulled it and will not use it again in any form.
Please login with linkedin to comment
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]