Paperchase did a promotion with the Daily Mail. This is what happened next
It probably seemed like a good idea at the time for Paperchase to do a promotional tie-up with the Daily Mail, offering two free rolls of wrapping paper worth £4.75.
Except some Paperchase customers weren’t too keen on their favourite high street stationery store doing a deal with the Mail.
I love shopping in Paperchase but was filled with dismay to see you joining forces with the Daily Mail – a publication that consistently fuels hate and division in the UK. Please reconsider your partnership.
— Tracy Kewley (@tracykewley) November 20, 2017
Paperchase is normally first stop when Christmas shopping. But for as long as you’re in the Daily Mail, it’s on my naughty list.
— Liam (@ljmgordon) November 18, 2017
This group in particular.
After a torrid few weeks of divisive stories about trans people, is a Daily Mail promotion really what customers want to see @FromPaperchase? #StartSpreadingLove #StopFundingHate https://t.co/T1psWVEFpk pic.twitter.com/BI5Vf0KTgd
— Stop Funding Hate (@StopFundingHate) November 18, 2017
And here’s what Paperchase had to say about it today.
We’ve listened to you about this weekend’s newspaper promotion. We now know we were wrong to do this – we’re truly sorry and we won’t ever do it again. Thanks for telling us what you really think and we apologise if we have let you down on this one. Lesson learnt.
— Paperchase (@FromPaperchase) November 20, 2017
Some people were delighted by their U-turn.
It’s great to see a brand actually listening to customer feedback and genuinely trying to rectify the situation. I really appreciate this from one of my favourite brands. Thank you.
— Florence Grace (@flomatthews_) November 20, 2017
Thank goodness. Every year I get my wife a diary from you guys. Thought I was gonna have to look elsewhere.
— Rob Warner (@Real_Rob_Warner) November 20, 2017
Others, er, less so.
Wait – Paperchase *apologised* for running an advertisement in the Daily Mail? It only wants customers who think the Mail unacceptable?? Now we're politicising Christmas wrapping paper? https://t.co/ciG6gKMlol
— Andrew Lilico (@andrew_lilico) November 20, 2017
I for one am happy to lead a boycott of @FromPaperchase for making this absurd grovelling apology simply for advertising in a national newspaper. Bloody absurd. https://t.co/cUAf9RGf75
— Julia Hartley-Brewer (@JuliaHB1) November 20, 2017
Here's hoping Daily Mail readers boycott Paperchase in return. https://t.co/9BCEWGMurH
— Peter Lloyd (@Suffragentleman) November 20, 2017
Intrigued to know what you make of it. Whether you agree with it or not, it’s quite an extraordinary statement by a retailer.
In the unlikely event you can’t make your mind up, this statement by the Mail should swing it.
“The Mail has only run one promotion with Paperchase – who are not an advertiser – and had no plans for any more, so it is disingenuous of them to say it won’t be repeated.
“However it is deeply worrying that Paperchase should have allowed itself to be bullied into apologising – on the back of a derisory number of Facebook comments and tweets – to internet trolls orchestrated by a small group of hard left Corbynist individuals seeking to suppress legitimate debate and impose their views on the media.
“Has the company considered what message they are sending to the four million people who read the Daily Mail on Saturday, many of whom will be their customers?”
Do tell us in the comments on social media.
