Carrspace boss denies agency is in hiding after Woolworths Anzac Day campaign backlash

WoolworthsA director of the agency behind the ‘Fresh in our memories’ Woolworths Anzac Day campaign has denied it has been in hiding, saying it shut down its Twitter account “to prevent upsetting” staff with trolling and abusive posts.

Melbourne-based experiential agency Carrspace’s website is now back up after suffering “bandwidth issues” due to an increase in traffic to it, while the agency’s Twitter account has been restored after being pulled down amid a social media backlash to the campaign kicked off on Tuesday evening.

“We are not in hiding,” Carrspace director and executive producer Madeleine Preece told Mumbrella, adding the website was not taken down by the agency, and that the Twitter account had only been down for a “short period of time”.

“As director I made the decision to close that to prevent upsetting my team that I love and trust and value,” she added. “As soon as we had clarity on our position with Woolworths we re-opened that account and communicated how they requested we communicate.



“It was only pulled down while we pulled together the communications strategy.”

While Woolworths has refused to confirm which agency was involved in the campaign, Carrspace announced in March it had been appointed to the supermarket’s agency roster to work on the Camp Gallipoli activations.

Preece said the agency has been responding to phone calls and emails from the public and would continue to do so until the enquiries cease.

However she said she was unable to answer specific enquires around the campaign as the agency has been asked to direct them to the Woolworths media line.

“We’re trying to maintain all our relationships with all our clients and respect their communication wishes,” she added.

CarrspaceCarrspace clients include L’Oreal, Bentley, Renault and Puma.

Marketing experts have said the campaign generated such a huge public backlash because it aligned its brand far too closely to the memories of Anzac war heroes.

Miranda Ward


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.