Woolworths apologises for Michelle Bridges ‘soil eating’ video, saying ‘intention was never to upset anyone’

Supermarket chain Woolworths has apologised to its customers over a video featuring celebrity training Michelle Bridges eating soil sparked social media from consumers, who were upset by the suggestion that people who grow their own fruit and vegetables are “freaks”.

In a post on their Facebook page, the supermarket giant said: “We’ve listened to your feedback about the latest Michelle Bridges video and have removed it. Our intention was never to upset anyone.”

“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 supermarkets,” the statement said.

The full Woolworths Facebook post

The full Woolworths Facebook post

The apology came after upset customers condemned the video via comments on the Facebook page, saying they would no longer shop at the store.

Woolworths Michelle Bridges Facebook comments

Michelle Bridges has also apologised for the video.

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”,” she said.

“There was never any intention to offend and for this we sincerely apologize. As a fresh food grower myself and advocate for home cooking I have listened to your feedback and removed the posts which caused upset.

“As someone who works with many Australians, I understand that it’s not always easy to cook from scratch every single meal. This is how my concept of Delicious Nutritious was born, so the wheels don’t fall off your healthy eating plan.”

The 15-second video, which is part of a wider campaign, produced by content agency Emotive and media agency Carat featuring the star to push her new range of frozen meals, has been made “private” on YouTube.

The campaign had been built around the idea of Bridges poking fun at both herself and perceptions around what it means to eat healthy as part of a push for her new frozen meals range.

The 90-second video is still live on YouTube and on the Woolworths Facebook page.

It is eight months since Woolworths was last forced into a backdown and apologise after its “Fresh in Our Memories” Anzac Day was accused of being insensitive and exploiting the events of Gallipoli for profit.

Miranda Ward


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