Social Media critics and anti-racism is on checkers heels as the new victim this week. A photo with a brand showing cleaning materials as mother’s day gift was posted on social media and immediately tagged racist.
However, when the store was contacted, it surfaced that the image was captured at one of their stores in Paarl during the display re- arrangement that the image was captured by an unsuspecting customer. In Paarl, some workers are already in a heated session with management over the time the change was made and the commotion caused in the media.
Checkers, was quick to shut down the negative spread of the image when it issued a statement.
The Mother’s Day photo circulating on social media was taken at the Checkers Van Der Lingen store in Paarl on Friday, 4 May 2018 while the store was moving a Mother’s Day display from the back to the front of the store ahead of Mother’s Day this Sunday. The merchandise was moved and the posters were only moved afterwards.
During the remerchandising, the photo circulated was taken.
The store finalised the display on Saturday morning is on the Gallery above.
We understand how the original photo could be misconstrued and for that we apologise. The photo was taken in the process of the display being moved. It was never our intention to put up a Mother’s Day display consisting of cleaning products.
😭😭😭 Checkers has no respect! Is Mom meant to be spring cleaning on Mothers Day? pic.twitter.com/03TvYlvE3Q
— Portia Gumede (@portiagumedesa) May 8, 2018
— Glenn Bownes (@nomadglenn) May 8, 2018
Please do not take this seriously. But someone should notify the management of Checkers that the 1950's are over 😁 pic.twitter.com/7x7sgczXcJ
— Yollie Serfontein (@Rola_Sahara) May 9, 2018
Checkers would like to wish all a happy Mother’s Day.Despite the message the damage seems wide spread and the damage control might be more than one that can be solved with a press release.
Public Relations expert Thembekile Mdletshe of MillionsworthPR believes a good promotional/PR campaign with good humor might be the right answer for this crisis.