Online shopping deal site Wowcher has been hit with backlash after using the horrific incident involving a three-year-old boy, who was left seriously injured after being allegedly thrown into a crocodile enclosure, in a marketing email. The email, sent on Saturday, June 20, at around 3:15pm, had the subject line: 'Snap up these deals quicker than a croc can catch a kid.'
Backlash on Social Media
Users of Wowcher took to social media immediately after receiving the email, describing it as 'disgusting' and in 'bad taste.' Many posted screenshots of the email and stated they had complained to the company. One user said: 'Talk about seriously bad taste Wowcher - who on earth thought that this subject line was ok?!' Another wrote: 'I was sent this. Have contacted wowcher and complained and also unsubscribed. Disgusting marketing.' A third commented: 'Wowcher you seriously missed with this. A child nearly being mauled and murdered is not a marketing strategy.' A fourth added: 'A little boy was seriously injured by a crocodile at Cambridgeshire zoo — one man arrested on suspicion of attempted murder and Wowcher think this is a brilliant opportunity for reactive marketing.'
Incident at Johnson’s of Old Hurst
The incident occurred on Thursday, June 18, at Johnsons of Old Hurst in Cambridgeshire. The boy remains in a critical but stable condition at Addenbrooke’s Hospital in Cambridge. It is understood that he was attacked by at least one crocodile after he was allegedly thrown into the enclosure. Cambridgeshire Police said the boy 'sustained serious injuries while in the enclosure' and 'was pulled out by staff from the zoo.' Tracey Johnson, the wife of the zoo owner, reportedly jumped into the enclosure followed by her husband and son to save the child. Police said the boy 'received medical treatment at the scene before being taken to hospital.' A 30-year-old man from Norfolk was arrested before being 'assessed as not being fit for interview.' He has been released on bail until September 18.
Wowcher's Apology
Wowcher has since apologised for the email, stating it 'should never have been written.' A spokesperson for the company said: 'We are extremely sorry for an email subject line sent by Wowcher yesterday. The wording was unacceptable. It should never have been written, it was never approved for use. The responsibility sits with us and we are urgently reviewing how our processes failed. We recognise the hurt and distress it has caused, particularly for the young child’s family at this unimaginably difficult time. We are reviewing all scheduled marketing content while we urgently strengthen our creative, approval and sign-off safeguards. There is no excuse for this. We apologise unreservedly and will take the necessary steps to make sure this does not happen again.'
