Woolworths' war remembrance social media #freshinourmemories meme generator predictably hijacked
A social media campaign from Australian retailer Woolworths designed to remember Australian and New Zealand Army Corps (ANZAC) has been subverted by Twitter users.
The campaign ran on Tuesday with the hashtag #freshinourmemories. As part of it, Woolworths hosted a meme generator on its website, enabling users to upload pictures of family members and friends who had served their countries.
User-uploaded images were branded with "Lest We Forget Anzac 1915-2015. Fresh in our memories," above the Woolworths logo on the memes.
However, hundreds of memes appeared on Twitter, some belittling the alleged crassness and misguided nature of the campaign.
#freshinourmemories #brandzacday pic.twitter.com/HpLICzxDMh
— Casssssssssssss (@thiscassgirl) April 14, 2015
I'm guessing this is @woolworths social media manager... #freshinourmemories pic.twitter.com/D580aFM9vy
— Sensitive Tony (@TonyIKnow) April 14, 2015
Lest we forget Australia's real history #freshinourmemories pic.twitter.com/Fd4DBpOmPA
— jennifer mills (@millsjenjen) April 14, 2015
You monster, @TonyAbbottMHR... #freshinourmemories #woolworths pic.twitter.com/T5EvLLWb6e
— Samuel Webster (@wiredjazz) April 14, 2015
Is this what you meant @woolworths #freshinourmemories pic.twitter.com/xttGJjhFx0
— Discombobulate (@Discombobul8) April 14, 2015
Yuck! #FreshInOurMemories pic.twitter.com/38N6z3j7RT
— Tony C (@tamesapien) April 14, 2015
TWO FOR ONE ON MEMES, 50% OFF. #freshinourmemories pic.twitter.com/hWoDPmSI1r
— Mark NewtON OFF ON (@NewtonMark) April 14, 2015
#FreshInOurMemories pic.twitter.com/cgwgqtRYgd
— Daniel Brettig (@danbrettig) April 14, 2015
#freshinourmemories pic.twitter.com/HBOGM7jvTg
— AyChaySea (@8one3) April 14, 2015
#freshinourmemories #brandzacday pic.twitter.com/z0eulMgIxB
— blazin ben clark (@scouse_roar) April 14, 2015
Hey @woolworths, #freshinourmemories has every marketer I know thinking #SocialMedia pic.twitter.com/ZKwJkvZZHE
— craigontoast (@CraigOnToast) April 14, 2015
#LestWeForget #Woolworths #ANZAC #FreshInOurMemories pic.twitter.com/hMzB0bnpDj
— Marcus (@registradus) April 14, 2015
Woolworths said in a statement on Facebook, following the closure of the meme generator: "The Fresh in Our Memories website has been taken down this evening. The site was developed to give our staff and customers a place to put their stories to mark the Centenary of ANZAC.
"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."
It added: "We continue to be proud supporters of the RSL and Camp Gallipoli in this important year and look forward to working with them into the future."
Retailers have to be sensitive when anchoring a campaign on the memory of fallen soldiers.
During the festive period, Sainsbury's Christmas ad, depicting the story of the Christmas Truce, racked up more than 12 million YouTube views but also more than 700 complaints - with some viewers calling it distasteful.