Fitness personality Michelle Bridges recently teamed up with Woolworths for a new range of ads that call people who grow their own vegetables “freaks”.
The ads, for Bridges’ new range of frozen meals, feature an overall-clad, frizzy-haired Michelle munching on soil.
“Like everyone, I grow my own vegetables. Isn’t that right, darlings?” she says while gesturing to the plants.
The ad then cuts to a more familiar Michelle, in her workout gear, who says: “It’s time to get real, eating healthier doesn’t mean you have to act like a freak.”
The ads sparked immediate backlash online, with many calling the ads “hypocritical”, “offensive” and “disgusting”.
— Tegan Whitten (@TeganWhitten) November 6, 2015
— Substandard & Poor (@64AnthonyP) November 6, 2015
— Zac Power (@zacpower14) November 6, 2015
New Wollies ad with Michelle Bridges – “eating healthier doesn’t mean you have to act like a freak” IS SHE SERIOUS?! Not cool @woolworths
— Felicity M (@flickity_split) November 5, 2015
Whereas some defended the ads as “tongue-in-cheek” and “hilarious”.
Never fear, Michelle Bridges.The type who’d buy your frozen meals probably agree with you that fresh food growers are “freaks”.
— tanny lee (@tweetannylee) November 6, 2015
@MishBridges sending you big hugs, I know you didn’t mean anything by the ad.It’s a shame the ad got taken off. It made me smile xx
— Donna (@donnam83) November 6, 2015
@MishBridges I am totally on your side. People need to stop getting offended so easily… !!
— Chris Macheras (@chrismacheras) November 6, 2015
But both Michelle Bridges and Woolworths removed the video from their Facebook pages and issued apologies.
She wrote on her Instagram:
“Our intention with our ads for Delicious Nutritious were to poke fun at myself and what many see as ‘my (completely fictional) perfect life’.
“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.”
Hi Everyone, Our intention with our ads for Delicious Nutritious were to poke fun at myself and what many see as “my (completely fictional) perfect life”. 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. As someone who works with many Australians, I understand that it’s not always easy to cook from scratch every single meal. This is how my concept of Delicious Nutritious was born, so the wheels don’t fall off your healthy eating plan. In good health, Mish
Source: ABC news