The fine line between Anzac commemoration and bad taste… did Woolies cross it? 246



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Anzac Day is a day of commemoration, remembrance and tribute. It’s a day so dear to the hearts of Australians and New Zealanders all over the world, but when the big brands merge advertising campaigns with their tributes, the line of bad taste could be skewed.

Yesterday Woolworths Australia, a brand that has always supported Anzacs, the RSL and war veterans launched an Anzac campaign that has hundreds of people disappointed and many believe that they’ve gone too far with this one.

They launched the The Fresh in Our Memories website for everyone to use. They encouraged people to change their social media profile picture to one of someone that was involved in the war – a lovely way of paying tribute to your mother, father, uncle, brother or friend who’s life was touched by the war. However once put through their “profile picture generator” it came out with the words over the top, “Lest We Forget, Anzac 1915-2015” and “Fresh in our memories” with the Woolworths logo.

Social media users began mocking the entire campaign uploading fake images and making a mockery of the Anzac commemoration.


Screen Shot 2015-04-15 at 7.19.06 am Screen Shot 2015-04-15 at 7.18.57 am Screen Shot 2015-04-15 at 7.18.45 am

Then others have called it an outrage and a cheap shot at promotion and advertising where it shouldn’t be used.

Woolworths last night made the following post on their Facebook page…


The Fresh in Our Memories website has been taken down this evening. The site was developed to give our staff and…

Posted by Woolworths on Tuesday, April 14, 2015


For those that cannot see the above Facebook post it said,

“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.

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”.


  So today we want to know… What do you think? Was it in bad taste? Did Woolworths cross a line here? Share your thoughts in the comments below… 

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  1. In bad taste, my grandfather was one of the last to leave Gallipoli and not sure how he would feel

    2 REPLY
    • My grandfather was a light horseman and I think he would have wondered what the fuss was about.

    • Exactly Fran he went to war for us so that we have freedom it was in no way disrespectful

  2. I have many family members who service in The Boer War plus First and Second Wars as well as all other conflicts since. This web site made my blood boil.

  3. They should have not used the fresh in our memories, but I don’t think it was as bad as some say. We all should have more to say about ANZAC Day than worrying about Woolworths. I don’t believe they, while looking for publicity maybe, meant any disrespect. Funny how we don’t do anything about other more dangerous areas of disrespect because we are being tolerant…..

    1 REPLY
  4. I wasn’t offended but I did find it very distasteful. It’s a surprise that it didn’t include an ad for Anzac Biscuits (although I think I just heard they’ve had to take them off the shelves for some other reason).

  5. You will find the Minister (Ronaldson) had them shut down because they didn’t have permission to use the word ANZAC.

  6. I couldn’t see anything wrong with it, They are selling poppies etc at the moment & IF I heard right ,it will be a windfall for Legacy . My Father was in WW2, my mother was a life member of RSL Auxillary, My kids attended RSL youth club activities for years , with us being heavily involved. We are all talking about it NOW . One tiny Logo. Most would have been looking at the face.

    2 REPLY
    • they sell poppies for legacy why dont they donate some of that money to struggling rsl sub branchs who with aging exservice men and women are battling on to try and afford to put on anzac day celebrations each year

    • The money will go to I think, Legacy, My mum sold poppies every year for 40 years, made cakes, knitted ,volunteered at War vet Hospital But I don’t think the club relied on that money the Aux made, they gave it to H.O. Why can’t the Club pay for Anzac Day

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