Brands Warned After Woolworths Avoids $50K Fine For Anzac Debacle

Brands Warned After Woolworths Avoids $50K Fine For Anzac Debacle
SHARE
THIS



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:

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.”

 

Please login with linkedin to comment

Jamie Oliver nelson mandela sound in marketing Weatherzone

Latest News

opr Report: The Need To Rethink Content In A Post-Pandemic World
  • Media

opr Report: The Need To Rethink Content In A Post-Pandemic World

A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]

Are Media Appoints Jane Huxley As CEO, As Brendon Hill Departs
  • Media

Are Media Appoints Jane Huxley As CEO, As Brendon Hill Departs

Are Media has announced the appointment of a new chief executive officer to replace Brendon Hill. Jane Huxley is the new CEO and starts with Are Media on Monday 26 April. Huxley is a highly experienced executive with a background in digital and technology businesses. Most recently Huxley was the regional managing director for Spotify, […]

Expedia’s Brand Positioning Takes New Direction
  • Marketing

Expedia’s Brand Positioning Takes New Direction

Expedia has announced a new brand direction as the world prepares for the return of travel demand. The online travel giant’s new global positioning is grounded in the understanding that who you travel with matters, and comes after months of customer research. From an updated look and feel to enhanced product offerings, Expedia is looking […]

Equity Mates Media Joins The Acast Creator Network
  • Media

Equity Mates Media Joins The Acast Creator Network

Equity Mates Media, the number one finance and investing network for young Australians, has joined the Acast Creator Network. Its five podcasts, which are some of Australia’s favourites, will now be hosted and distributed by the creator-first podcast company Acast. Equity Mates Media was created to give everyday people the inspiration, information and confidence to […]

Shot of a young woman gardening at home
  • Media

iStock Reveals Top Tips To Visualise Sustainability In ‘21

After an unprecedented year of challenges, iStock research has shown that Australians and New Zealanders are increasingly expecting businesses to communicate with greater empathy, both in terms of a brand’s language as well as its visuals. Celebrated globally on April 22, Earth Day presents a timely opportunity for businesses to put empathy into practice, iStock […]

Pinterest And Shopify Expand Partnership
  • Marketing

Pinterest And Shopify Expand Partnership

Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]