Woolworths Pulls #FreshInOurMemories Picture Generator Amid Consumer Backlash

A marketing ploy that invited Australians to upload their memories of war to a picture generator, and then use the images in their social media profiles, has been shut down after a consumer backlash and threats of legal action. 

Australian supermarket chain Woolworths pulled its “Fresh in Our Memories” initiative on Tuesday evening after it was accused of exploiting the sacrifices of Australian and New Zealand soldiers (known as Anzacs) who fought at Gallipoli during World War I.

Internet users were invited to add photos to the online interactive picture tool, and then repost the images, reformatted with the title “Lest We Forget” above the Woolworths logo and the slogan “Fresh in Our Memories” to their social media profiles.

Woolworths is well known in Australia for its catchphrase as “The Fresh Food People.”

“In marketing, the line between clever and contrived is a thin one. The line between edgy and off-putting is even thinner,” says David Ketchum, the chairman of the Digital and Direct Marketing Association Asia.

“You have to applaud Woolworths’ efforts to give people the tools to generate their own social media content in line with their campaign theme. However, trying to pull together the celebration of war heroes, many of whom gave their lives, with the company’s ‘fresh’ strapline is forced and discordant,” he says.

People took to Facebook and Twitter to express their outrage at the campaign, many using the picture generator to mock it.

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

— Discombobulate (@Discombobul8) April 14, 2015

Thank you @Woolworths