In an epic example of #brandfail, a new Woolworths promotional campaign in tribute to Australia's war veterans has backfired and been quickly pulled offline.
Not only was the supermarket giant ridiculed and memed on social media, but it has been suggested the company's use of the word Anzac, a term used to refer to Australian and New Zealand soldiers who fought in World War I, may even be illegal.
The supermarket giant's campaign, meant to coincide with the centenary anniversary of the Gallipoli landing on April 25, included an image of an Anzac soldier accompanied by the text, "Lest We Forget Anzac 1915-2015. Fresh in our memories," in an apparent nod to the company's slogan, "The Fresh Food People."
Woolworths invited customers to use its web generator to create their own profile picture tribute to an Anzac veteran. Using the hashtags #brandzacday and #freshinourmemories, Twitter users instead criticised the campaign, calling it crass and inappropriate. Many used the generator to create tributes to famous Australian political gaffes and even the late, unlamented King Joffrey of Game of Thrones.
Cashing in on dead soldiers and war to sell "fresh" food. I'll never forget #freshinourmemories as I pass by @woolworths without stopping.
— Ms Gonzo (@nobodysmuppet) April 14, 2015
@woolworths #FreshInOurMemories #LestWeForget #AnzacDay pic.twitter.com/DlfT3U7tQK — Philip Grylls (@WalkaboutSydney) April 14, 2015
Lest we forget Australia's real history #freshinourmemories pic.twitter.com/Fd4DBpOmPA
— jennifer mills (@millsjenjen) April 14, 2015
#LestWeForget #freshinourmemories pic.twitter.com/gAiqs45nF3 — AyChaySea (@8one3) April 14, 2015
In a statement shared on Twitter by Nine News reporter Charles Croucher, the Minister for Veterans' Affairs, Senator Michael Ronaldson, said any corporate use of the word Anzac must be approved by the Australian government. He also clarified Woolworths had not cleared the campaign, nor would the minister have given it the go ahead if asked.
The Minister for Veteran's Affairs suggests the Woolworths' campaign may have been against the law @9NewsAUS pic.twitter.com/fgZ9SKYd3k
— Charles Croucher (@ccroucher9) April 14, 2015
In an interview on radio station 702 ABC Sydney, the minister also told presenter Robbie Buck that he had contacted Woolworths and asked them to take the website down. As of publication, Woolworths had shut down its campaign website.
In a statement, Woolworths said: "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."
According to Fairfax Media, the creative agency Carrspace, which partnered with Woolworths on the Anzac promotion, has removed all association with the chain from its website and deleted its Twitter account.
Some Twitter users claimed Woolworths had also deleted its Twitter account in light of the debacle, but Russell Mahoney, a Communications Manager for Woolworths, told Mashable Australia although the company had a Twitter account, it had never tweeted.
Woolworths would not say if or when it would begin tweeting.