Lest we forget. At least that what Woolworths will be hoping customers do after their latest Anzac-themed social snafu.

Soldier on

Recently the supermarket giant launched "Fresh in our memories", a website that ostensibly paid tribute to Anzac veterans.

The site allowed users to upload Facebook cover and profile photos which were then superimposed with the slogan "Fresh in our memory", and the Woolworth's logo.

One of the images available to upload was of a Digger carrying a dead comrade over a battlefield.

This didn't go down too well with the public. 

No fighting chance

Soon everyone from journalists, the RSL and the Minister for Veteran Affairs were accusing Woolworths of poor taste and cashing in on the Anzac legacy. 

At first Woolworths defended its decision, however as the furore escalated it took down the website and issued a statement saying it regretted any offence caused.

Carrspace, the agency behind the campaign, had to disable their Twitter account after a torrent of negative comments.

“The Fresh in Our Memories website has been taken down this evening.  The site was developed to give our staff and customers a place to put their stories to mark the Centenary of ANZAC," the company explained.

While Woolworths' quick response and apology was the correct gameplay, it's a reminder that brands must remain aware of the various ways a campaign can be interpreted.

And that even in the digital age, some things remain sacrosanct.