AussieMite tells Catholics: Sorry about our deliberately controversial ad. We had no idea it would be offensive

aussiemiteDays afters saying that it was launching a deliberately controversial ad poking fun at the Catholic Church, AussieMite has withdrawn it, claiming it did not mean to cause any offence.

The ad – created by Sydney agency Grown Ups – featured Communion bread from the Catholic Church’s ritual of the Eucharist being dipped in AussieMite spread. The ad ends with the line “It’s sacrilicious”.

The brand now claims that it was surprised that anybody found the ad to be sacrilegious.

In a press release issued when the ad first launched, the agency said the ad “is bound to attract publicity due to its contentious nature”.

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