Perhaps it’s just the centenary year, but Anzac Day seems to have morphed into a post-Easter consumer binge.
Earlier this month Woolworths launched and, after a strong social media backlash, quickly withdrew the ‘Fresh in Our Memories’ campaign that invited users to upload a photo of someone affected by war. The photos were overlaid with the supermarket chain’s logo and their tagline ‘Fresh in our memories’. Objecting to the attempt to hijack Anzac Day, users uploaded pictures of, among others, Corey Worthington and King Joffrey of Game of Thrones.
But the Woolworths campaign is just the tip of the iceberg when it comes to cashing in on Anzac Day. If you listen to commercial radio, you’ll be bombarded with ads for Gallipoli camps being held around the country to mark the centenary that sound like they’re modelled after Big Day Out — complete with merchandise.