Woolworths 'Fresh in our Memories' campaign crisis!

In April 2015, supermarket giant Woolworths, launched an Anzac Day campaign that 'saw the company's logo and the phrase "Fresh in Our Memories" placed over the images of former soldiers' (La Canna 2015). There was also a website created regarding the campaign. The campaign had sparked many negative comments by social media from the public and became a public relations 'crisis' that needed urgent attention.

'Fresh in Our Memories' picture generator
Source: Woolworths 2015

Woolworths insisted that it was not a marketing campaign and that their aim was not to gain money through this campaign, but rather they had hoped people would use the generator to create images that could have been used in social media profile pictures. However, many people got on social media to have their say. 

Tweet against the campaign
Source: Twitter, 2015

Wilcox, Cameron, Reber & Shin (2013) explain that public relation professionals must develop communication strategies to influence the course of conflicts to the benefit of their organisations. There were only a few things that were done to cope with the crisis. Firstly, Woolworths took down the website and all the posters after the Department of Veterans' Affairs minister called their marketing team to remove it (Aubusson 2015). The PR team from Woolworths apologised but did not further comment on their short statement which expressed regret that the generator had caused offence. 

The PR company could have had better methods of communicating with the public to solve the conflict as even after the company apologised, people were still angry (Aubusson 2015). Woolworths should have taken initiative after all the negative feedback to take the campaign down instantly. Instead, they kept it up until it was asked to be taken down by a higher power. The crisis was not handled correctly and has most definitely hindered the organisation's reputation as the public are still angry (La Canna 2015). 

References:

ABC News 2015, Woolworths picture generator, digital image, viewed 6 May 2015, http://www.abc.net.au/news/2015-04-14/woolworths-fresh-in-our-memories-campaign/6392936

Grace [SpinnerGrace] 2015, 'Good God @woolworths. I could deal with the biscuits, but the #freshinourmemories is revolting. Will it be ANZAC figurines - 2 for $20 next?' Tweet, 14 April 2015, viewed 6 May 2015, https://twitter.com/SpinnerGrace/

La Canna, X 2015, ‘Woolworths takes down Anzac "Fresh in Our Memories" website after social media backlash', ABC News, 15 April, viewed 6 May 2015, http://www.abc.net.au/news/2015-04-14/woolworths-under-fire-for-anzac-promotion/6392848

Aubusson, K 2015, ' Woolworths' 'fresh in our memories' debacle puts spotlight on Anzac branding' The Sydney Morning Herald, April 16, viewed 6 May 2015,  http://www.smh.com.au/national/woolworths-fresh-in-our-memories-debacle-puts-spotlight-on-anzac-branding-20150415-1mltt7.html

Wilcox, D, Cameron, G, Reber, B, Shin, J 2013, Think public relations, Pearson Education, New Jersey.