21 November, 2015 11:45
HARRY MANTER | Contributor | CONTACT
With Woolworths’ ANZAC day advertising bungle still fresh in our memories, the supermarket chain has again courted controversy with the timing of its new social media campaign.
The campaign dubbed ‘Fresh Food Filters’ allows Facebook users to superimpose a translucent green tint and the Woolworths logo over their profile picture as a way to raise awareness for food freshness around the world.
However, the timing of this campaign launch shortly after the terrorist attacks in Paris and the corresponding initiative by Facebook to let users filter their profile picture through the tricolore of France has left a bad taste in the mouths of an already drifting consumer base.
Kenneth Oatherington, spokesperson for Woolworths marketing, has dubbed the launch as a resounding success.
“There is a lot wrong with the world at the moment, but we do think people should be able pick and choose which issues they turn their mind to.”
“Millions of families all around Australia are presently exposed to food that isn’t fresh enough, sold by thoughtless competitors of our brand” announced Oatherington at the launch meet in Martin Place on November 15, within earshot of the vigil held concurrently by Sydneysiders paying their respects to victims of the preceding day’s horrifying events.
“It’s just like the gay thing with the rainbow filter. Some people support gays, some people support fresh food. We are the fresh food people. If you support us, show your support for us with the freshfood filter.”
The grocery monoply, which reported gross revenue close to $33 billion in the previous financial year, would not give further comment other than repeated email copies of their new campaign press release which was headlined with “#PrayForFreshness”
If you would like to add the Fresh Food Filter to your Facebook display image, please download this .png file to overlay onto your current image (must use photoshop)