The tone-deaf email sent by discount voucher website Wowcher over the weekend has sparked widespread outrage and criticism. The company's attempt at humour fell flat when it used a subject line referencing a recent incident involving a toddler and crocodiles, sparking accusations of insensitivity and poor judgement.
This comes on the heels of a distressing event at Old Hurst zoo in Huntingdonshire, where a three-year-old boy suffered serious injuries after entering an enclosure containing Nile and saltwater crocodiles on Thursday. The young victim was airlifted to Addenbrooke’s Hospital in Cambridge, where he remains in a critical but stable condition.
A spokesperson for Wowcher described the wording of the email as "unacceptable" and expressed deep regret, stating that it "should never have been written" and acknowledging that the responsibility lies with the company. The statement also acknowledged the hurt and distress caused to the child's family at this difficult time.
Wowcher has confirmed that it is urgently reviewing all scheduled marketing content and strengthening its creative, approval, and sign-off processes to prevent similar incidents in the future. The company added that "there is no excuse for this" and apologised unreservedly, stating that they will take necessary steps to ensure such a mistake does not happen again.
The police investigation into the Old Hurst zoo incident continues, with a 30-year-old man from Norfolk who was initially arrested on suspicion of attempted murder having been bailed until 18 September. Detectives are reportedly scrutinising CCTV footage from the zoo as part of their inquiry, which is still in its early stages.