Wowcher has issued an unreserved apology after sending a marketing email with what it admitted was “unacceptable” wording that appeared to make light of a crocodile attack on a three-year-old boy at a Cambridgeshire zoo. The child remains in a critical but stable condition at Addenbrooke’s Hospital in Cambridge following Thursday’s (June 18) incident at Johnsons of Old Hurst in Huntingdonshire.
Marketing Email Sparks Outrage
Customers of the Wowcher e-commerce platform received a promotional email on Saturday advertising “special deals” on holidays and activities, with the subject line: “Snap up these deals quicker than a croc can catch a kid.” The email was blasted as “distasteful” after the boy was left critical following the attack.
Anger mounted after screenshots of the email circulated across social media platforms and online forums. Norwich Norfolk UK Community Notice Board posted: “Why do wowcher think its ok to use this as a heading on their emails? ?”. One customer declared themselves “now unsubscribed” while another person branded it “disgusting”, adding “if that's real someone needs to be fired”. Another customer wrote: “Emailed them back but no answer. Won't be using them again for sure, even if its a poor effort at a joke somehow.”
Wowcher's Apology and Internal Review
A spokesperson from Wowcher 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.”
Details of the Crocodile Attack
Cambridgeshire Police confirmed the youngster “sustained serious injuries while in the enclosure” and “was pulled out by staff from the zoo”. Tracey Johnson, wife of the zoo's owner, is understood to have entered the enclosure to rescue the child. Officers said the boy “received medical treatment at the scene before being taken to hospital”.
A 30-year-old man who was detained on suspicion of attempted murder following the incident, during which the boy entered the enclosure, is understood to have learning difficulties and had been visiting with a carer. Cambridgeshire Police confirmed the arrested man, from Norfolk, was “assessed as not being fit for interview”. He has been bailed until September 18.
Police Investigation Ongoing
Officers were contacted by the ambulance service at 1.24pm on Thursday after reports that the boy, who was not known to the man, had sustained serious injuries. Detective Inspector Verity McCann stated previously: “Our inquiries are ongoing as we continue to understand the circumstances surrounding this distressing incident. Our thoughts remain with the boy and his family and specialist officers continue to support them through this difficult time.”
