Ra­dio si­lence ad­vised for Anzac Day re­tail

The Dominion Post - - Business - RACHEL CLAY­TON

Un­like Easter, Christ­mas, Labour Day and Queen’s Birth­day, Anzac Day is the one pub­lic hol­i­day re­tail­ers won’t take ad­van­tage of.

Bis­cuits and lim­ited-edi­tion tins are about as com­mer­cial as the day gets af­ter past back­lash.

New Zealand com­pa­nies have cho­sen a num­ber of ways to mark the event – many do­ing so with the ap­proval of the Royal Re­turned and Ser­vices As­so­ci­a­tion (RSA).

Count­down spokesman Keith Cow­den-Brown said the only Anzac-re­lated prod­ucts the su­per­mar­ket chain would be sell­ing were RSA-ap­proved Anzac bis­cuits and poppies.

Food­stuffs spokes­woman Catherine Reiss con­firmed New World and Pak’n Save would not have any Anzac pro­mo­tions.

Aus­tralian su­per­mar­ket chain Wool­worths was crit­i­cised in 2015 for ask­ing cus­tomers to up­load pho­to­graphs of in­di­vid­u­als af­fected by World War I to its ‘‘pro­file pic­ture gen­er­a­tor’’ that branded the im­age with the Wool­worths logo and the tag ‘‘Lest We For­get Anzac 1915-2015 … Fresh in our mem­o­ries’’.

Re­tail NZ gen­eral man­ager Greg Har­ford said that de­spite not la­belling them as be­ing re­lated to Anzac Day, some re­tail­ers were run­ning sales be­cause many Ki­wis take Mon­day off work to give them­selves a four-day week­end.

‘‘Anzac Day it­self is a pub­lic hol­i­day and shops are al­lowed to open from 1pm,’’ he said.

‘‘Given that [to­day] is a pub­lic hol­i­day, cus­tomers will be out and about and many will want to shop in the af­ter­noon. That means that re­tail­ers have been pro­mot­ing their sales and prod­ucts, and that’s com­pletely ap­pro­pri­ate.

‘‘Most of the pro­mo­tions I am aware of have been pretty generic and not es­pe­cially tied to Anzac Day, un­less there’s some spe­cific rea­son for it – like some bis­cuit tins be­ing sold which sup­port the RSA.

‘‘In fact, the use of the word Anzac in any com­mer­cial con­text is illegal and car­ries a fine of up to $50,000. It is, how­ever, ac­cept­able to use the words ‘Anzac Day’ to re­fer to a sale or sim­i­lar.’’

Se­nior mar­ket­ing lec­turer doc­tor John Guthrie said the day wasn’t a big deal for re­tail­ers be­cause they would just ex­tend their sales to Tues­day.

‘‘They don’t have a huge prob­lem on their hands. Look at Briscoes: Their cur­rent ‘su­per deals, su­per su­per sale’ is de­lib­er­ately in­clu­sive of Anzac Day,’’ he said.

PHOTO: JOSEPH JOHN­SON/FAIRFAX NZ

Shops can open on Anzac Day dur­ing lim­ited hours, but should take care with their brand­ing to avoid alien­at­ing shop­pers.

PHOTO: FAIRFAX NZ

This is as much Anzac brand­ing as many con­sumers feel com­fort­able with.

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