WOWCHER has issued a grovelling apology after sending a sick email to millions of customers mocking a toddler who was mauled by a crocodile as he battles for his life in hospital.
The voucher firm—which has a net worth of over £30 million—sent out a promotional message on Saturday afternoon with the subject line: “Snap up these deals quicker than a croc can catch a kid!”
Below the caption, the email advertised an Oceana Inflatable Kayak ride for two and a 4* Hampshire spa stay and dinner.
The shocking email landed in inboxes just days after a three-year-old was seriously injured when a “vulnerable adult” threw him into the crocodile enclosure at Johnsons of Old Hurst Zoo near Huntingdon, Cambridgeshire.
A mother, father, and son who own the zoo all leaped into the enclosure to rescue the boy from the grip of one of the deadly reptiles.
He was airlifted to Addenbrooke’s Hospital where he remains in a “critical” condition.
A spokesperson from Wowcher said the wording was “unacceptable” and it “should never have been written,” adding they had “no excuse” for sending it.
They 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.”
After the tragic event, a 30-year-old man from Norfolk was arrested on suspicion of attempted murder but was later released on bail after being “assessed as not being fit for interview”.
Cops are reportedly reviewing CCTV from the zoo.
Marketing expert Sue Fisher said the email was an example of “reactive marketing,” adding that the technique is “not an excuse to abandon basic humanity.”
She said: “Imagine being that little boy’s parent and seeing this arrive in your inbox.
“Wowcher, this needs more than quietly deleting the campaign and announcing that you ‘missed the mark.’
“It needs a proper apology and a serious look at how your marketing sign-off process allowed a child’s trauma to become sales copy.
“A three-year-old child is not clickbait. Some things are simply not content.”
Furious customers flooded Facebook after seeing the email. One wrote: “That’s disgusting. If that’s real, someone needs to be fired.”
Another commented: “Jesus, that’s dark.”
And one added: “Imagine if the parents of that toddler got the email? Of course, we all like gallows humour, but from a national company at the expense of a young child who is in critical condition? Don’t think so.”
Questions are also being raised about the role of the two carers accompanying the man, who is said to have serious learning difficulties, before the horror unfolded.
Chris Newman, the Director of the National Centre for Reptile Welfare and a close friend of the zoo’s owners, said the carers were “metres away” when the man grabbed the tot.
He told The Sun: “I think the role of the carers needs to be looked at.
“They were not with him when it happened. My understanding is they were metres away.
“There is nothing more that the zoo owners could have done. Tracey jumped in, followed by Andy and Edward.
“I think Andy and Edward arrived at the same time and tried to help Tracey rescue the boy.
“We are all thinking about the boy and his family and hoping for good news.
It has been incredibly hard for everyone involved.
“Tracey and her family couldn’t have done more but they still naturally feel guilty about what happened.” Detectives have been reviewing CCTV and interviewing zoo staff as witnesses.
Det Insp Verity McCann said: “Our inquiries are ongoing as we continue to understand the circumstances surrounding this distressing incident.”
