Warburtons in ‘furries’ social media mix-up

  (Photo: Agencja Fotograficzna Caro / Alamy Stock Photo )

Warburtons has changed the hashtag used on a celebrity-backed competition after realising it is shared by a subculture known as ‘furries’.

Britain’s biggest bread brand used the #crumpetcreations hashtag as part of a competition in which customers upload photos of Christmassy crumpets to Instagram for the chance to win VIP tickets to the Christmasaurus Live Show – the stage adaptation of a book by McFly’s Tom Fletcher.

However, Crumpet Creations is also the name of a company in Phoenix, Arizona, that makes costumes for people involved in ‘furry’ fandom, and which tags its work on Instagram using the same hashtag.

‘Furries’ is a subculture in which people dress up in elaborate costumes as animal characters – including dogs, cats, wolves and even goats – with human personalities. They can be seen at comic book conventions, as well as specialised ‘furry’ events.

As a result, Instagram users viewing #crumpetcreations can see a mixture of crumpets topped with salmon, poached eggs and fruit, alongside a selection of people dressed up as ‘furries’.

A Warburtons spokesperson told British Baker the hashtag has now been changed to #warburtonschristmascrumpets and that the competition is still on.

 “The world of social media is a wonderful and varied place, but this shows just how easy it is to get it wrong! We will be doing a bit more research next time,” said the bakery.

Warburtons previously partnered with Tom Fletcher for the launch of The Christmasaurus last year, creating a giant dinosaur out of 2,500 crumpets which was on display at the Natural History Museum. 

Want more stories like this in your inbox?

Sign up for our FREE email newsletter

Keywords:

My Account

Spotlight

Most read

Social