Supermarket Chain Apologizes After Advertising on Iconic Sculpture

Morrisons Emblazoned a Baguette on the Angel of the North

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U.K. supermarket chain Morrisons has issued an apology after being accused of offending consumers in the north of England, who found a marketing stunt incredibly tasteless.

Over this weekend it projected a 175-foot-wide image of a baguette, with the slogan "I'm cheaper at Morrisons," onto the Angel of the North sculpture in Gateshead, northeast England. The iconic 65-foot-tall steel sculpture, by the artist Anthony Gormley, has become synonymous with the area and is well-loved by Northerners, despite being controversial when it was first unveiled in 1998.

After an outcry on Twitter, the retailer took to the medium to apologize.

"We were trying something different which was meant to put a smile on people's faces but clearly it wasn't to everybody's tastes," Morrisons said in an additional statement. "We're so proud of our northern roots and the last thing we want to do is offend anybody."

The stunt is part of a wider campaign by Morrisons' agencies, including DLKW Lowe, MEC and Kinetic, promoting the retailer's cheap prices.

Meanwhile, Mr. Gormley told The Guardian: "I'd rather the Angel is not used for such purposes, but it's out there."

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