Woolworths has dug itself into a hole with its latest advertisement which starred fitness lifestyle guru Michelle Bridges.
Australian Food News reported that Michelle appeared to suggest in a commercial that fresh produce growers are "freaks." This is despite the fact that Woolworths was being long associated with its marketing concept of the "Fresh Food People."
The widely talked-about advertisement was posted online last week, featuring celebrity personal trainer Michelle in a garden setting eating soil. She said: "Like everyone, I grow my own vegetables. Isn't that right, darlings?" referring to the plants on screen.
The advertisement then cut to Michelle in kitchen saying: "It's time to get real, eating healthier doesn't mean you have to act like a freak." She then continued on to promote her new Woolworths exclusive health-focused frozen meal ranges called "Nutritious Delicious."
Several viewers have taken offense to the advertisement and said that those who grow and enjoy fresh produce are not "freaks." Most criticisms transpired online with complaints directed both Michelle's and Woolworths' social media pages.
Woolworths and Michelle then reacted to the criticism with the celebrity personal trainer posting an apology via her Facebook account and said the intention of the advertisement was not to offend anyone.
"Hi Everyone, our intention with our ads for Delicious Nutritious were to poke fun at myself and what many see as "my (completely fictional) perfect life", Michelle wrote in her post. She continued on to say that she grows her own produces but understands that not all have time to always cook which is the main reason why she joined Woolworths to help create the "Nutritious Delicious" range.
Woolworths then followed with an online official statement saying it has now removed the advertisement.
"We've listened to your feedback about the latest Michelle Bridges video and have removed it. Our intention was never to upset anyone," Woolworths said. "As the fresh food people we know how passionate our customers are about fresh food. We share their passion and want everyone to eat healthily whether they grow their own or choose healthy foods from our supermarket."
