The supermarket giant Woolworths has taken down an online Anzac Day campaign in Australia after it attracted strong criticism on social media.
The company had put its logo and the slogan “Fresh in our memories” over pictures of soldiers who fought in World War One.
It comes as Australia and New Zealand prepare to mark the centenary of the Gallipoli landings in 1915.
The date of the landing, 25 April, is known as Anzac Day.
It remains the most significant commemoration of military casualties and veterans in Australia and New Zealand.
‘Lowest of lows’
The Woolworths’ “Fresh in our memories” website had encouraged visitors to change their social media profile pictures by uploading images of past and present servicemen and servicewomen.
The picture generator branded the images with its logo and the words: “Lest We Forget Anzac 1915-2015. Fresh in our memories.”
Woolworths’ slogan in Australia is “the fresh food people”, but the company denied it was a marketing strategy.
Many visitors to its Facebook page disagreed though.
“You manage to stoop to the lowest of lows by using Anzacs in your adds. Get some integrity,” one comment read.
“Just woke to see just how Australian Woolworths is – a disgrace that this company would use our Anzacs to promote their brand,” said another.
Other disgruntled consumers created their own versions of the generated images and uploaded them on to social media.
The company took the website down on Tuesday and said in a statement: “We regret that our branding on the picture generator has caused offence, this was clearly never our intention.
“Like many heritage Australian companies, we were marking our respect for Anzac and our veterans.”