Warburtons are such a wholesome little company, with their family-friendly ads and delicious, fluffy crumpets.
Think of a Warburtons crumpet and you probably think of your grandpa slathering butter and jam on them as he sips a cup of tea, in his string vest (Just me?).
You probably don’t think of grown adults dressed up as furry animals having sex with each other, no?
Well, you might do now after Warburtons made the classic faux pas of not checking who had already claimed a hashtag they decided to use for their latest competition.
On Friday, the bakers launched a comp with wholesome family man, children’s book author, and McFly frontman Tom Fletcher to win signed copies of his book The Christmasaurus, tickets to the live show version of the book, and packets of crumpets checked over by the singer himself.
All you had to do was upload a picture of a Christmassy crumpet creation, with the hashtag #CrumpetCreations.
It was all going so well, until one mum decided to browse the hashtag to check out what she was up against – and discovered that Warburtons had accidentally hijacked the hashtag of a company who makes costumes for furry fetishists.
The angry mother reportedly tweeted (we’ve searched high and low for the tweet but have a feeling she may have deleted it): ‘Hey Warburtons, the hashtag also belongs to a family of ‘furries’ and there are quite a few disturbing photos and videos.’
So, what are furries?
The furry community are fetishists who enjoy dressing up in life-size animal suits.
And they already had #crumpetcreations covered, thanks to a costume company called Crumpet Creations.
Confused? Let us explain in images.
Not a crumpet
Not a crumpet
Ironically, this image of a partially made fur suit looks like it could be made out of crumpets.
After the mum exposed their error, Warburtons swiftly apologised and changed their hashtag to #WarburtonsChristmasCrumpets, which makes a lot more sense and we’re not sure why they didn’t just use that in the first place.
A Warburtons spokesperson told Metro.co.uk: ‘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!’
We’ve reached out to Crumpet Creations to see what they think about the whole debacle.
Oh, and just FYI, only a handful of people have actually entered Warburtons’ competition and all the entries are pretty weak, so if you enter you’ve currently got a high chance of winning.
(Just use the correct hashtag, yeah?)
The bakers are not the first brand to totally fudge up a hashtag.
Remember when Susan Boyle used the tag #Susanalbumparty to celebrate the release of her album?
Seems like people never learn, as earlier this year Ed Sheeran used his own version of the famous hashtag #Sheeranalbumparty to promote his third album, Divide.