Waitrose suffers a PR meltdown

The ADgenda: This week's worst advertising decision

Waitrose suffered a PR meltdown this week. The supermarket chain known for its squeaky clean image took a bit of a dive in the reputation stakes when Greenpeace launched a campaign calling for Waitrose to "Dump Shell". The campaign's main objection is that the oil giant has a track record for irresponsible drilling in the Arctic and that Waitrose, as a brand that prides itself on promoting green values, now seems to be jumping into bed with the enemy, namely by placing own-branded cafes at Shell garages across the country.

Environmental campaigners decided to make their feelings heard through the Waitrose Facebook page, commenting on dessert recipe links with their own take on the matter "Where's the recipe for Baked Alaska?" and "Help, my dessert has gone wrong, the edges of my arctic are melting" were just a choice few. To which Waitrose responded with a resounding "Delete". Don't like what someone's saying about you? Wipe it from the records.

This must have seemed like a quick and easy solution, and a collective sigh of relief probably went up from the Waitrose headquarters as all that bad press was removed with one effortless click. But these things do have a habit of coming back to bite bums, and the response from the commenters was a renewed scattergun approach, doubling their typing efforts to denounce the Waitrose brand. In fact, all the deletions did was to stoke the fire - encouraging ever more Facebook users to weigh in with their tuppence worth.

Did the Lord McAlpine Twitter debacle teach this PR lot nothing? Just as knee-jerk tweeting can come back to haunt you, reactionary deleting is never going to go unnoticed. In an online world where everything is archived you can't just click your way to a spotless brand reputation.

"Where's the recipe for Baked Alaska?" Photograph: Getty Images
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Watch: The evidence Nigel Farage said money sent to the EU should go to the NHS

After the EU referendum result, Nigel Farage said it was a "mistake" for Leave to suggest funds could go to the NHS. But what's this?

Remember Friday? (I know: it's not necessarily a pleasant thing to do, but bear with me.) On Friday, hours after the result of the EU referendum was announced, Nigel Farage appeared on Good Morning Britain and said that the Leave campaign advertising which linked the extra "£350m a week" Brexit would allegedly gift us with the NHS was a "mistake".

Sure, it was on posters, and emblazoned on a bus, and he didn't speak up to disabuse anyone of the notion. But let's give Farage the benefit of the doubt and pretend he does sorely regret the fact that, through no fault of his own, members of the electorate may have been led to believe that that money would be put into healthcare. It must be tough, when you ought to be high on your victory, to have to answer for other people's mistakes

Ah. Hold that thought.

It looks like the Independent has unearthed a video of Nigel Farage on television before the vote, and  strange thing  he tells Hilary Benn that the money currently being sent to Europe should be spent on, er, "schools, hospitals and the NHS".

Well, this mole isn't sure what to say. Maybe Farage doesn't remember this specific moment? Maybe when he said "schools, hospitals and the NHS" he actually meant something different, like "negotiating our exit from the EU", or "paying to access the common market despite no longer being a member"? Or maybe when he said that money should be spent on these things, he didn't mean it necessarily would be, and it would have been entirely unreasonable for the voting public to make such an absurd leap?

All I can suggest is that you watch and decide for yourself, dear reader.

I'm a mole, innit.