Brumby’s launches ad campaign to say sorry for lying about the carbon tax
Bakery chain Brumby’s has launched an ad campaign apologising for an attempt to put up prices and blame it on the carbon tax – and asking customers not to take it out on the staff.
According to the ad, the suggestion was “an unfortunate mistake” by head office.
It has been reported that Brumby’s MD Deane Priest resigned late last week.
Parent company Retail Food Group said in an update to the ASX that the company had decided to put up its recommended retail prices and had made comments in an internal newsletter suggesting that it be blamed on the carbon tax as “innocent albeit foolish and ill-considered remarks”.
The damage is done but definitely admire their swift approach and willingness to address the issue head on.
(Vodafail take note!)
Trust and gluten free comms. Agree with blc1981, great that they taking it on the chin, hopefully the franchise owners don’t suffer during Carbon Tax Go Live.
Actually, in hindsight, he was ‘almost’ right. Prices and costs to businesses WILL increase because of the Carbon tax, and those who dont think it will need to get their heads out of the sand. Freight levies etc will be imposed, and those costs will impact business. Brumbies just went about it the wrong way. This is just the tip of the iceberg….ACCC are going to be very busy in the coming months.
Address the issue head on?
It’s buried in the copy.
They should apologise, yes – but not by separate channels. Why broadcast your error to a wider audience when you apologise for it? Most of them probably didn’t even realise the original mistake was made…
I agree Andrew. They followed all the right principles of issues management here but have really broadened the negative publicity of this incident by publishing press ads about the comments made in an internal newsletter.
I’m not sure why this would be classed as ‘an apology’.
An apology is when I say “I did the wrong thing. I’m sorry.”
This statement doesn’t say “We did the wrong thing.” It is saying ” The unfortunate mistake was head office suggesting ..”
In that very sentence they are laying the blame at someone else!
They are not saying “We did the wrong thing.”
They are not even saying “We made an unfortunate mistake.”
Instead they are saying “The unfortunate mistake was made by someone who we are hoping you won’t associate with our brand name”.
Good damage control. In fact – great damage control. (Particularly because the apology just looks like a normal ad unless you take the time to read it).
But it isn’t really an apology!
Mac
I like Pies….some stupid memo isnt going to change that. Such a storm in a tea cup. Seriously…..does anybody really care what an internal memo says?
Yes Louise. Costs will increase. But as a benchmark around a quarter of the impact of the GST. And you know what – we survived that just fine.
This reeks of profiteering and blame-shifting, do you have any comments in that respect or just one last chance to have a whack at the carbon tax?
Chili i think the hundreds of thousands of customers who Brumby’s CEO was prepared to lie to and rip off probably care what the memo said. As does the ACCC and the Gillard Govt
Tough for the CEO to lose his/her job over this.
We have banks screwing us over for millions/billions of $$ and they go about their job apparently free from punishment..
Bad judgment Brumby’s
Re Chilli – Actually I like pies also and did not buy when from Brumby’s on the weekend so they are one pie left over. I try not to blame the franchisee’s but will show my dissat by way of boycotting or change.
The ad is pathetic and only makes the company’s attitude look more irresponsible. Better to have left the CEO as a scapegoat and do a new ad that is pro-environment. Love to see this one debated on the Gruen transfer or Spin Doctors, it’s a classic!!
There’s plenty of others that make good pies!