GetUp! Parodies Woolies Christmas Ad In Attempt To “Hijack” Campaign

GetUp! Parodies Woolies Christmas Ad In Attempt To “Hijack” Campaign
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Political activist group GetUp! has targeted Woolies in its latest campaign, releasing a YouTube clip parodying the supermarket giant’s Christmas ads.

The ad follows a recent petition from GetUp! to have the retail company scrap its poker machines. Woolworths Limited currently owns around six per cent of poker machines around Australia, through a joint venture with hotel chain ALH, according to the company’s website.

In September this year Woolworths came under fire for releasing its frequent gambling rewards card in the company’s pokie pubs.

The statement on GetUp!’s website says members in the GetUp! community are rallying to “hijack Woolworths’ multi-million dollar ‘Make your Christmas famous’ ad campaign”.

Woolies released its Christmas ads mid November this year – created by ad agency Leo Burnett – which were noticeably absent of celebrities and well-known personalities the supermarket has frequently used.

Instead the ad showcased families, and how they do Christmas. B&T has contacted Woolworths for comment, but had not heard back at the time of publication.

GetUp! campaigner Natalie O’Brien targeted the ads, saying they weren’t in line with the company’s ownership of poker machines.

“Woolworths is exploiting the sense of family that the holiday season brings while its poker machines betray Australian families every day. We’re shocked by the hypocrisy,” O’Brien said.

“We can’t match Woolworths’ multi-million dollar ad buy, but we can hijack it. Every time somebody sees one of the Woolworths Christmas ads, they’ll remember our ad and how Woolies are taking food off the tables of thousands of Australian families this holiday season.”

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Advertising Standards Bureau Jamie Oliver Millward Brown

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