Woolworths has apologised and withdrawn an advertisement in which fitness guru Michelle Bridges calls people who grow their own fruit and vegetables “freaks”.
The advertisement for frozen meals showed Bridges outdoors with unbrushed hair and wearing overalls talking about the benefits of eating well, before munching on top soil in a plant pot.
It then cuts to a groomed Bridges in a kitchen saying: “Let’s get real, eating healthier does not mean you have to act like a freak” before spruiking frozen meals which are a collaboration between herself and the supermarket chain.
The ad attracted angry comments across social media.
Insulted by @MishBridges & @woolworths suggesting I'm a freak for preferring fresh vegetables over frozen, over packaged ones.
— Tegan Whitten (@TeganWhitten) November 6, 2015
Who is responsible for ghastly Michelle Bridges endorsed Woolworths frozen meal ads?Shaming fresh food lovers? Grow veggies- you're a freak?
— Cat Commander (@Miss_Commander) November 6, 2015
I come from a family of super-freaks @mishbridges #wegrowstuff #woolworths https://t.co/TmQT5nNJmO
— the Prof & Me (@paleo_diaries) November 6, 2015
Woolworths pulled the advertisement from YouTube and Facebook and issued an apology on its Facebook page.
“We’ve listened to your feedback about the latest Michelle Bridges video and have removed it. Our intention was never to upset anyone,” it says.
“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.”
Most comments on the page supported Woolworths deleting the advertisement.
Bridges, the head of a fitness empire launched after she appeared as a trainer on the Biggest Loser TV show, addressed the controversy in an Instagram post.
“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 apologise. As a fresh food grower myself and advocate for home cooking I have listened to your feedback and removed the posts which caused upset.”
