A WOOLWORTHS ad on Facebook featuring fitness queen Michelle Bridges promoting frozen meals has misfired, with a social media backlash causing it to be removed.
The satirical ad showed The Biggest Loser star eating soil in vegetable garden in a misguided send-up which angry viewers interpreted as suggesting veggie gardeners were "freaks".
The 15-second version has since been made "private" on Youtube, while the 90-second version can be viewed here:
According to media website Mumbrella, the videos were posted to the Woolworths Facebook page on Wednesday morning, with a 90 second version so far generating more than 100 angry comments.
Sandra Porter posted a picture of her "beetroot munching daughter" in her vegetable garden, saying she was "Getting her gardening freak on! Disappointed Woolworths and Michelle Bridges!! Oh and we will never be shopping in your store EVER again!"
Phil Tannenbaum responded that the "Fresh Food People" mantra "should be retired forthwith. Apparently only freaks eat unprocessed fresh food"
While Emily J Rooney exclaimed "Wow, you have totally underestimated the intelligence of your audience. What a costly mistake!"