Backlash over Michelle Bridges’ ad for Woolworths labelling people ‘freaks’

FITNESS queen Michelle Bridges is at the centre of a social media storm over Woolies’ latest ad. People are not happy.

SUGAR, hot chips, dirt. All things you’d probably never dream of seeing Michelle Bridges eat.

And while we’ve still yet to see the celebrity trainer eating the first two items, we now have the joy of seeing her shove soil into her mouth as part of a strange new ad for Woolworths.

But while the new marketing campaign is intended to be a lighthearted dig at the stereotypes associated with being healthy, it’s angered people who grow their own fruit and vegetables and forced the ad to removed.

Promoting her new pre-packaged food range for the supermarket, Bridges can be seen standing in a garden with frizzy hair and overalls while eating a fist-full of dirt.

The ad then cuts to Bridges looking like her usual, pristine self in a kitchen.

“It’s time to get real, eating healthier doesn’t mean you have to act like a freak,” she says, rolling her eyes.

The ad began copping backlash almost immediately after being posted online, with people upset at the “freak” label.

“This is a disgusting ad! So people who grow their own fruit and vegetables are freaks? Um, take a good look in the mirror Woolworths and Michelle. Factory-farmed meat, pesticide-ridden vegetables, additives and plastic containers?? How is that good for anybody except your bottom line? I will never again set foot in one of your stores!” Mandy Lewis wrote on Facebook.

“My beetroot-munching daughter in her organically grown vegetable garden. #realfood #freak Getting her gardening freak on! Disappointed Woolworths and Michelle Bridges!! Oh and we will never be shopping in your store EVER again!” Sandra Porter posted, along with a photo of her daughter in a garden holding a sign with “freak” written on it.

As well as hounding the ad on Facebook, disapproving viewers took to Twitter.

New Wollies ad with Michelle Bridges - "eating healthier doesn't mean you have to act like a freak" IS SHE SERIOUS?! Not cool @woolworths

— Felicity M (@flickity_split) November 5, 2015

Who is responsible for ghastly Michelle Bridges endorsed Woolworths frozen meal ads?Shaming fresh food lovers? Grow veggies- you're a freak?

— Cat Commander (@Miss_Commander) November 6, 2015

Insulted by @MishBridges & @woolworths suggesting I'm a freak for preferring fresh vegetables over frozen, over packaged ones.

— Tegan Whitten (@TeganWhitten) November 6, 2015

Within a matter of hours, Woolworths decided to remove the ad from their online channels, saying they didn’t want to “upset” anyone.

“We’ve listened to your feedback about the latest Michelle Bridges video and have removed it,” the supermarket said in a statement. “Our intention was never to upset anyone. As the fresh food people we know how passionate our customers are about fresh food. We share their passion and want everyone to eat healthily whether they grow their own or choose healthy foods from our supermarkets.”

This this is the second time this year Woolworths has come under fire for a controversial marketing campaign.

Earlier this year, the supermarket copped backlash over their ‘Fresh in Our Memories’ campaign in the lead up to Anzac Day.

Originally published as Backlash over Michelle Bridges’ ad for Woolworths labelling people ‘freaks’