AussieMite continues its Catholic battle

Embattled brand AussieMite has continued overnight with its quixotic social media response to controversy over its Catholic-baiting ad.

aussiemite sorry

aussiemite response facebookThe brand posted an image on Facebook telling consumers: “Our product has never left a bad taste in anyone’s mouth. We’re sorry our latest TV commercial has.”

The posting met with cynicism from some consumers with one saying: if you’re trying to offend most Catholics… you’re doing a damn good job with these fake apologies on top of that ad.”

aussiemite priest sorryMeanwhile, AussieMite was less apologetic on Twitter, in one instance criticising God for the brand’s woes with a message saying “Anything else dear God while your (sic) at it!” The brand also complained that it was being kicked whilst it was down.

Another image it has posted is  of a priest listening to confession from a jar of the spread.

The brand kicked off its ad campaign last week with a press release from creative agency Grown Ups saying the ad was deliberately controversial. It shows Catholics dipping Communion wafers into the spread.

After the ad began to cause offence, AussieMite owner Roger Ramsey told Mumbrella that the relationship with Grown Ups would be terminated. Ramsey’s daughter Elise, who handles the brand’s marketing then claimed to Mumbrella that the press release had been issued and the campaign launched without authorisation. She has since had a change of heart and says that she backs the agency.

The brand posted another message telling people to “smile more”.

aussiemite smile more


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