Woolworths slammed for Anzac website

THINGS have gone from bad to worse for Woolworths as the government gets involved in its disastrous Anzac advertising campaign.

Woolworths is being slammed for incorporating their own branding into a campaign to commemorate Anzac Day.

THE ad agency which came up with the ‘Fresh in Our Memories’ campaign for Woolworths has gone into hiding.

Carrspace has deleted its twitter account and parts of its website where it mentions their association with Woolworths. Their Facebook page is still live however causing people to post that the agency’s actions are an overreaction to the social media bungle and that they should take responsibility for their ideas.

Meanwhile things have gone from bad to worse for Woolworths.

Now the government has blasted the supermarket giant for “inappropriate” and unauthorised use of Anzac in its advertising after a disastrous campaign that has backfired badly on social media.

The “Fresh in Our Memories” website — linking Anzac commemorations to the retailer’s “Fresh Food People” branding tag line — was taken down overnight amid claims that it was in very poor taste.

Veterans’ Affairs Minister Michael Ronaldson weighed in this morning, saying Woolies would not have been given permission for the advertising had it been sought.

“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,” Senator Ronaldson said in a statement.

The Minister said he had become aware of the advertising late yesterday. Under the Protection of Word Anzac Act 1920, permission for the use of the word ‘Anzac’ in any such material must be granted by the Australian Government.

“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,” said Senator Ronaldson.

“In this instance, permission was not sought by the campaign proponents, nor would it have been approved.

“Immediately upon having this campaign brought to my attention, I contacted Woolworths and asked them to end it. I am pleased that the campaign has now been withdrawn.”

Woolworths encouraged members of the public to share stories and profile-style pictures of loved ones affected by or lost to war by uploading images to a website that then branded them with Woolworths logo and the phrase “Lest we Forget 1915-2015. Fresh in our memories.”

The tribute was lampooned and met with some outrage on Twitter on Tuesday night.

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.”

The food retailer said the site was developed to give staff and customers a place to put their stories to mark the Centenary of Anzac.

In an earlier statement, Woolworths denied the commemoration was a marketing ploy and defended its record of raising money for the Returned Services League (RSL).

Woolworths said its small logo on the site is in line with other corporately sponsored Centenary of Anzac activity.

The site did not sit well with some Australians — with many taking to social media to slam the campaign as tasteless. The hashtags “#FreshInOurMemories” and “#BrandzacDay” are also gaining momentum.

Lest You Forget, Woolworths Has Great Prices

— Bec (@Brocklesnitch) April 14, 2015

If I understand @woolworths appropriation of ANZAC, it is the cost of war has been marked down to $9.99. This ANZAC Day only.

— Jack the Insider (@JacktheInsider) April 14, 2015

"Let's go digital!" can often mean "Let's not think " exhibit a: woolworths' awful Anzac grab

— Shannon Gill (@ShannonGill13) April 14, 2015

Is http://t.co/GRiNDc8FdE bad taste? VOTE IN OUR OFFICIAL WOOLWORTHS FRESH GALI-POLL-I #brandzacday

— Mikey Nicholson (@Mikey_Nicholson) April 14, 2015

Woolworths are monsters with this #ANZAC scandal

— A (@Danger_Anger) April 14, 2015

This better be a hoax and not something Woolworths actually thinks is okay. #brandzacday pic.twitter.com/WuV81YrrUq

— Keegs (@keegs) April 14, 2015

Lest We Forget indeed. Whoever approved @woolworths marketing campaign is going to remember those words #facepalm http://t.co/dFTzf6G4Mb

— JP O'Brien (@pushcomesto) April 14, 2015

People are also mocking the profile picture generators by loading non-Anzac related pictures and posting the memes on social media.

Thank you @Woolworths 🙏 #freshinourmemories pic.twitter.com/X9nOkoz1zy

— Vince Rugari (@VinceRugari) April 14, 2015

#freshinourmemories #woolworths #anzacspirit http://t.co/c0tGsSLabx pic.twitter.com/kfiSsrWAwN

— Lauren Ridgway (@laurenridgway) April 14, 2015

#freshinourmemories #brandzacday @woolworths pic.twitter.com/RsA8aYHZMj

— Drew White (@andrewwhiteau) April 14, 2015

Lest we forget @woolworths are crass cretins. http://t.co/3HCbQlIwAL pic.twitter.com/bGlRrnR0nU

— Comrade Weez (@weezmgk) April 14, 2015

Is this what you meant @woolworths #freshinourmemories pic.twitter.com/xttGJjhFx0

— Discombobulate (@Discombobul8) April 14, 2015

TWO FOR ONE ON MEMES, 50% OFF. #freshinourmemories pic.twitter.com/hWoDPmSI1r

— Mark NewtON OFF ON (@NewtonMark) April 14, 2015