Morrisons use the Angel of the North as a billboard

Supermarket chain Morrisons has hit the headlines this week after beaming a baguette across the wings of the Angel of the North, but have they gone too far in the attempt to stand out in the extremely competitive supermarket industry?

“When I first heard this story, all I really felt like doing was sighing.” – Paul, Fareham, 24

UK consumers had conflicting opinions when it came to the recent advertising campaign from Morrisons. 64% of the panel felt that is was wrong to deface a work of advert with promotional material. Landmarks like the Angel of the North are there to inspire, it was seen by the majority of the panel that advertising on landmarks takes away from the significance and architecture.

This specific advert was described as cheap and tacky, many felt that the actual projection of just a baguette had little to nothing to do with the Angel of the North. Some of the panel that disagreed with the advert did not necessarily have a problem with advertising on landmarks if it is tasteful, interesting and relevant.

14% of the panel compared this advert from Morrisons to the infamous FHM projection of Gail Porter on to the Houses of Parliament in 2010, commenting that they were both desperate attempts at publicity:

Hop Gail Porter FHM Projection

There was a general feeling that commercialisation is everywhere, where do we cut off between where it is okay and where it is not okay to advertise. Is nothing sacred anymore? Although some felt that a projection on a landmark like the Angel of the North was harmless, but they would not like to see a sentimental historical or religiously significant landmark used for advertising.

Of the 36% that felt positively towards this advert, many felt that it was a unique and quirky way to gain public attention; with many supporting this with the statement “any publicity is good publicity”. Described as an eye-catching advert that isn’t really hurting anymore, and is not as wasteful as print advertising.