Woolworths customers react angrily to ‘freak’ label in Michelle Bridges soil eating video

Woolworth’s latest marketing efforts featuring personal trainer and Biggest Loser star Michelle Bridges has drawn the ire of people who grow their own fruit and vegetables, condemning the supermarket for labelling them as “freaks”.

The 15-second video, which is part of a wider campaign produced by Emotive and Carat featuring the star to push her new range of frozen meals, has been made “private” on YouTube and can’t be viewed.

The videos were posted to the Woolworths Facebook page on Wednesday morning, with the 90second version generating 7.4k views and over 80 angry comments.

Woolworths Michelle Bridges Facebook comments Michelle Bridges Woolworths comments

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

Woolworths has been approached for comment.

Update 3.30pm: Woolworths has now apologised for the video in a post on their Facebook wall and said it was never their intention to upset anyone.

Full story here. 

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.