Navigating the use of the ‘Anzac’ Brand in marketing: rules, missteps, and best practices
I’m turning 50 on Anzac Day this year. It’s a bittersweet day to have a birthday because it’s tinged with reflection and sadness, but I have many great memories of starting my birthday at dawn and feeling in some way a part of this incredible legacy of sacrifice and bravery. Not me personally, but both my Grandfathers were veterans of multiple wars and my paternal Grandfather Eric was a lighthorseman in WW1. I’ve always felt connected to this day and make the dawn service as often as I can to reflect and pay respect to the many men and women who have worn or now wear uniforms of service.
So I get a little bit edgy every year when I see businesses using the Anzac ‘brand’ to promote their own stuff. This year, I thought I would look a little deeper into it and share what I discovered and provide guidance on how to respectfully and legally incorporate it into your marketing or recognise and report when it’s been misused (if you are inclined).
Source: dva.gov.au please download the full set of guidelines here.
History
The term "Anzac" (derived from the acronym ANZAC) holds great historical significance, representing the Australian and New Zealand Army Corps and their sacrifices during WW1. Given its profound legacy, the Anzac name is safeguarded by specific regulations aimed at preserving its dignity.
Understanding the rules
The use of the Anzac name is protected under Australian law, particularly the Protection of Word "Anzac" Regulations. Unauthorised use, especially for commercial purposes, is strictly prohibited. This ensures that the name is treated with the respect it deserves and is not exploited for profit.
Anzac Biscuits
One of the few exceptions where the Anzac name can be used without the usual restrictions is Anzac biscuits. However, strict guidelines apply:
The recipe must remain traditional, which means no alterations to ingredients, such as adding chocolate chips or your branded products, for example ‘flour’ is flour not ‘brand x’ flour.
They must be referred to as "Anzac biscuits" and not cookies.
In 2015, Woolworths faced public backlash when they labelled their product as "Anzac cookies," violating the guideline to call them "Anzac biscuits." This incident highlighted the importance of adhering to the specific naming conventions and getting the proper permit required to use the brand.
Not to bang on about Woolies but a quick Google search reveals they have been pulled up numerous times for violating guidelines, including this marketing campaign “Fresh in our memories” link to The Guardian Newspaper article here.
Want to use the Anzac word in something commercial?
Step one, before you use it for anything like “Anzac Day Sale” or “Anzac Biscuit Cheesecake” or Anzac Fun Run, just check in and see what your responsibilities are. Always consider whether the use of the Anzac name aligns with the spirit of remembrance and respect. Avoid any commercial exploitation that detracts from its historical significance.
Step two you should apply for permission, well in advance. To use the Anzac name legally, you must apply for permission from the Department of Veterans' Affairs. This process typically involves submitting details about how the name will be used, why it's necessary, and demonstrating respect for its significance. Application forms and contact details for the Department of Veterans' Affairs are available on their official website. It's crucial to follow all guidelines and submit the application well in advance.
Now tell me, was any of this an absolute surprise to you?
❤️ Hi I’m Erika ✌️ I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and almost 30 years’ marketing and advertising experience.
I’m well-placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one-on-one or create fun and action-oriented workshops and webinars for groups, organisations and businesses. Book a free discovery call with me or simply email me to get the conversation started.
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