Woolworths is being slammed for incorporating their own branding into a campaign to commemorate ANZAC Day. Source: Facebook
WOOLWORTHS have taken down an Anzac commemoration website after it attracted criticism for inviting users to share tributes of war dead under the slogan "fresh in our memories".
The "fresh food people" encouraged members of the public to share stories and profile-style pictures of loved ones affected by or lost to war by uploading images to a website that then branded them with woolworths logo and the phrase "Lest we Forget 1915-2015. Fresh in our memories."
The tribute was lampooned and met with some outrage on Twitter on Tuesday night.
"The Fresh in Our Memories website has been taken down this evening," Woolworths said in a statement.
"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.
The food retailer said the site was developed to give staff and customers a place to put their stories to mark the Centenary of ANZAC.
In an earlier statement, Woolworths denied the commemoration was a marketing ploy and defended its record of raising money for the Returned Services League (RSL).
Woolworths said its small logo on the site is in line with other corporately sponsored Centenary of ANZAC activity.
The site did not sitting well with some Australians — with many taking to social media to slam the campaign as tasteless. The hashtags "#FreshInOurMemories" and "#BrandzacDay" are also gaining momentum.
People are also mocking the profile picture generators by loading non-Anzac related pictures and posting the memes on social media.
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