It should be no surprise to Countdown suppliers that their parent company Woolworths in Australia has been slammed for their ANZAC promotion.
Woolworths tribute to the Anzac legend backfired spectacularly on Tuesday night with its “fresh in our memories” social media campaign launching a barrage of memes.
In anticipation of the centenary of the WWI Gallipoli campaign this April, the supermarket giant asked Australians to share a memory of someone affected by war by changing their social media profile pictures to an image of that person using its profile picture generator – which has now been taken down from the internet.
The generator branded the uploaded images with the Woolworths logo and the text “Lest We Forget Anzac 1915-2015. Fresh in our memories”. But the attempt to tie the Anzac story and loss in war to the “fresh food people” brand was swiftly met with derision and laughter.
It quickly became embarrassingly clear how easily the campaign could be hijacked. Twitter users got creative with their choice of profile pictures, tweeting the results with the hashtags #freshinourmemories and #brandzacday.
Some used the generator to criticise crassness of a marketing campaign that cashed in on Anzac.