Using stock market announcements to troll rivals

Tomorrow's Business

Top trolling today from Wm Morrison, which cleverly uses an RNS to give rival Waitrose a kick.

Waitrose, you’ll be aware, has had a bit of local difficulty after the editor of its food magazine suggested, jokingly, that he’d like to print a feature on “killing vegans, one by one”.

The carcass of William Sitwell has since been feasted on by many, even though the consensus seems to be that he didn’t deserve to lose his job for saying something daft in what he thought was a private email.

Morrison’s third quarter trading statement starts suitably blandly. Like-for-like sales up. Favourable weather. World Cup. Etc.

Then there’s the reminder that its “Naturally Wonky” range of veg is doing well. And then, suddenly but somehow gently: “In addition we are expanding our offer for vegan shoppers with a new range…..”

They didn’t mention Waitrose of course. And they didn’t need to. Everyone who read it got the joke.

It’s good work. Tip of the hat to whomever is responsible.


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