Morrisons apologises after "disgraceful" Angel of the North stunt

David Prior's picture
by David Prior

Morrisons has apologised after being heavily criticised for beaming a bread advert onto the Angel of the North status as part of its latest advertising campaign.

The Bradford-based retailer, which launched a high-profile price-cutting campaign last week, projected an image of a baguette onto the Tyne and Wear landmark's wings.

Morrisons' stunt was labelled "tacky" Morrisons' stunt was labelled "tacky"

It was however criticised by the artist, Antony Gormley, who said: "I’d rather the Angel is not used for such purposes, but it’s out there."

Many also took to Twitter to slam Morrisons' stunt - part of a wider campaign devised by Morrisons’ agencies DLKW Lowe, MEC and Kinetic - with tweets accusing it as being "philistine and disgraceful", "tacky" and "dreadfully ugly".

And now it has released a statement: “We’re sorry if you thought we got carried away by shining a baguette on the Angel of the North and apologise unreservedly to those to whom we have caused offence.

"We were trying something different which was meant to put a smile on peoples faces but clearly it wasn’t to everybody’s tastes. We’re so proud of our northern roots and the last thing we want to do is offend anybody.”

 

Enjoyed this? Get our latest updates in your inbox every day

Subscribe to Prolific North’s morning newsletter to keep up with all the most important things going on in your sector.