Hasta La Creative!

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.

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