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Woolies’ sign dumped after internet uproar

FRESH FOOD: The offending Woolworths billboard; (inset) chef Jamie Oliver.
FRESH FOOD: The offending Woolworths billboard; (inset) chef Jamie Oliver. Rob Williamssarah Harvey

THE controversial doughnut billboard that caused a social media storm has been taken down.

A Woolworth's spokesman confirmed the billboard, which pictured a doughnut and the slogan "proudly supplying Ipswich with fresh food for 43 years", had been removed yesterday morning.

Ipswich has battled to shed its unhealthy image, with celebrity chef Jamie Oliver opening one of his Ministry of Food cooking schools in the city.

"Our contractor advised that, due to surrounding roads being flooded, they would wait until the earliest opportunity to remove the sign when it was safe to do so. That occurred at 7.45am this morning," the spokesman said.

Since the social media campaign, reaction has been split regarding whether the ad was misleading.

A poll conducted by The Queensland Times found 57% of the 174 respondents thought removing the ad was the right response by Woolworths.

But there was support from readers who felt the original campaign was an overreaction.

Most comments at qt.com.au agreed baked doughnuts fitted the bill of fresh food.

TLLLL from Ipswich said the billboard was not misleading at all.

"Whilst I loathe the big supermarket companies, this is utter rubbish. Nowhere did the sign mislead anyone. It isn't promoting healthy food; it is simply a sign saying they supply fresh food."

Robin3 from Booval said there were more serious issues facing Ipswich. "We have coal seam gas going into the Brisbane River at the moment. Shouldn't that worry people more than a board with a picture of a donut on it?"

Ipswitchyite from Ipswich thought it was an overreaction.

"When I first looked at this story, I saw a nice fresh donut and the slogan and thought to myself, what's the problem? I see absolutely nothing wrong with

the ad."

But others like Miriam Bain thought the ad was out of line.

"It makes people who don't know about what's healthy think this is what it is," she said.

"We all know doughnuts aren't a healthy option but plenty of people out there would think fresh baked is healthy! It's a play on words for the uneducated."

Topics:  billboard, woolworths


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