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.
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.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Its so unfortunate that this brand is so lost.
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creative approach that starts with the audience, eh? Probably shows why brands should leave this to their rostered agencies.
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omg first ‘fresh in our memories’… and now this.
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Wow , frozen food ? Get real ! And lets microwave it as well .
Sorry , no emotive connection to brand here on this one !
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Money talking.
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This is so BAD it’s hard to know where to start. … I think Michelle has made a real mistake here and her brand and integrity will suffer!!
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Guys, the people getting so offended by this are the actual freaks. Michelle is clearly taking the piss out of perceptions of herself – not other people. Get over it and be grateful that a brand like WW is trying to merge convenience and health for the lazy fat people out there.
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Seems like the passion for fame got in the way of good thinking here – what bugs me the most is how one could be so silly when the brand should be about the Fresh Food People
Customers 1
Woolies customer understanding – 0
Brand engagement – ouch!
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I was one of the original posters about this on my facebook page…and had hundreds of comments from angry people. Such, I’ve written an open letter to Michelle + Woolies.
We have a responsibility!
http://vegiehead.com/an-open-l.....ot-freaks/
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When it comes to ads, Woolies is a basket case.
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I think it’s funny, it seems people missed the joke
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Hi all,
Just flagging Woolworths has now apologised. Link here: https://mumbrella.com.au/woolworths-apologises-for-michelle-bridges-soil-eating-video-329335
Cheers
Nic – Mumbrella
High drama! I think everyone is being overly dramatic – such a shame – Michelle is funny and she will hide that now.
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Not very good. This makes it a hat-trick of campaign failures after the ANZAC ‘Fresh in our Memories’ debacle, and the tacky ‘Cheap Cheap’ ads.
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I’m not claiming this was the best piece of communication of all time, but if all we do is slag off and complain about and pillory every ad that tries to do something a little different, then we will continue to get a load of safe, inoffensive wallpaper that Millward Brown will be proud of and the rest of us will hate
give these guys a break. the people complaining about things like this need to get a life
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Nick, doing something different and insulting your customers are not mutually exclusive.
There are limitless options for doing unusual advertising without insulting people. Its not an choice of “boring ad” or “insulting ad” – there are acutally option c, d, e, f, g….stretching from here to enternity.
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It’s a classic “digital beatdown”. Based on the screenshot above, out of the 7000+ views, only 80 comments. Truly an inaccurate representation of the majority of viewers who take this for what it was intended…humor, joke, satire. People are so quick to jump on the bandwagon, bring out their pitchforks and attack… This pretty much sums up the reactions of most people who comment in this capacity https://www.youtube.com/watch?v=Qh2sWSVRrmo
It’s unfortunate that the loudest voices are often heard over the majority.
Well said above @nick williams, I agree 100%. This type of thing sets the entire industry back. Behind the scenes, there are real people affected by this kind of public brand bashing.
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She is clearly taking the piss out of herself. At what point does she say people that grow their own veges are freaks? Reality check please.
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@nick – thats just a cop-out. Being brave/adventurous/creative etc is what we should all be doing while equally thinking through the intended outcome and avoiding mistakes.
Not commenting is like hoping it will go away, which isn’t possible anymore.
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Those of you defending “the brand” – are you serious?? This is hardly going to impact them – this is a multiBILLION dollar industry you’re talking about here! Damn straight it was an intentional dig at the people who really are growing their food and breaking away from the norm. Just wait, it’ll become a regular thing as more people start doing it, as it’s the closest thing we have to civil disobedience against the machine that is consumerism. I have never liked Michelle Bridges, I think she’s a judgemental, small-minded, nasty little thing, and this has only further darkened my views of her. Now I think she’s also ignorant and a complete sell-out.
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Its pretty funny. How are vegetable growers offended. She is eating a bunch of spinach like a caveperson in a ball gown.. that’s it? She says freak, but not calling anyone a freak!! My dear god what is this world coming too? No humour, lots of sensitive new age stuffy people. Boring!! She’s having a laugh about herself and saying im a real person too with a busy lifestyle but hey you can eat healthy from a packet if need be.. growup people and stop making it an over dramatic world..
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.:::> Disgraceful, Deceiving and Pathetic. Don’t buy manufactured products with colouring, preservatives, and chemical numbers.
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Looking at both adds, the interesting comment “to get into W”
and whilst we chat about here and our opinions – a consumer campaign and by feedback to date….
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1 This is the first time I’ve related to MB
2 Is she pregnant?
3 Woollies is so lost – who on earth are their advisors please??
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http://julesgalloway.com/an-op.....e-bridges/
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Here’s a very fun parody spoof of this ad by MeGrow Organic Microfarms! https://www.youtube.com/watch?v=c2Dq8hctq_w&feature=youtu.be
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