AussieMite – Sacrilegious Indeed

The controversial online ad showing a sacramental wafer being dipped into a jar of yeast spread during a Catholic mass has been withdrawn days after its release.

Herald Sun:

The ad was produced to promote the AussieMite spread and had caused widespread anger among Catholics.

At the time, its creator, Mick Hunter from Sydney agency Grown-Ups, said the ad was “probably a bit sacrilegious” and made in the hope of going “a bit viral”.

But in a statement released through its Facebook page, AussieMite said it never intended to cause offence.

“We sincerely apologise for any offence caused. It was never the intention to do so, but we recognise that for some it did.

“We have listened to your comments and removed any and all instances of the campaign from our social media channels. Furthermore, we have requested for the ad to be removed from all other channels.

“We are a small family-owned company looking to establish ourselves and a product we believe in and love.

“We sincerely hope that this will not dissuade you from buying AussieMite in the future.”

AussieMite founder Roger Ramsey said he had been shocked by the reaction.

He said a death threat had been left on the company’s telephone message bank but he had not taken it seriously.

“I didn’t think there would be such an emotional reaction,” he said. “It was only intended to be tongue in cheek and a bit of fun.

“Our intentions have always been to do good not create division. Our values our concerned with the health and well-being of the consumer.

“Time heals all wounds. The positive thing is that by and large the vast majority of the Catholic and other Christian communities have embraced the apology and are prepared to move on.”

 

 

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