Morrisons has launched a meaty gambit to capitalise on the sizeable flow of rugby world cup viewers needing a quick food fix while watching the game.
Web users didn’t play ball with Morrison's assertion that its surpisingly meaty pizzas resembled a peperoni rugby ball, or its insistence that such a product was ever required by anyone. Ever.
Birthing a fresh take on the phrase ‘food porn’, the supermarket's meat and cheese fusion, looking to capitalise on its shoppers’ love of… rugby, was widely mocked on Twitter.
It must be noted that many of the tweeted pictures (maybe NSFW?) show the product in consumer trolleys - hinting that Morrison's drive may not be the 'fail' or even the accident it has been touted as.
Added to the list of poorly thought-through advertising campaigns; Introducing: Morrison's "Rugby" pizza.... pic.twitter.com/S4dkumIRkr
— Didrik Ottesen (@DidrikOttesen) October 9, 2015
— Dani Flower (@Daniflowers20) October 8, 2015
hey @Morrisons can you please be more inclusive and also make a pizza with a pepperoni penis?
— dank scully (@scatacomb) October 7, 2015
Think someone needs to have a word with the Pizza maker at Morrisons! We're no pizza experts but that ain't no 'ball' pic.twitter.com/mKadGdTSS3
— OddBalls (@myoddballs) October 8, 2015
Morrisons are selling a rugby pizza for the World Cup. Oh a rugby ball? Yes, that's what I thought it was too. pic.twitter.com/8QXOdtPwUJ
— Ben Webbo (@BenWebbo23) October 9, 2015
Now, I'm not a regular at Morrisons and so am not familiar with their oeuvre but this 'rugby' pizza...well... pic.twitter.com/rKjzyWiozH
— Hockeyfrilla (@Hockeyfrilla) October 4, 2015
Morrisons, what is it up with this pizza? pic.twitter.com/ITjrh2lGOS
— LIAM TYLER (@LiamOliverTyler) September 17, 2015
— karla (@misshubery) September 24, 2015
Speaking to Buzzfeed, Morrisons admitted surprise at the public's difficulty in seeing a rugby ball: “Our pizza design team thought that fans would have rugby on their minds right now – apparently not all of them.”