Supermarket chain Morrisons has been accused of "cultural vandalism" over an advertising stunt which met with a hostile response.

The supermarket projected an image of a baguette onto the Angel of the North statue in Gateshead to advertise a new round of price cuts, but was forced to apologise on Monday after the stunt attracted wholesale criticism from members of the public and media commentators.

The image of a baguette, featuring the Morrisons logo and the words "I'm cheaper", was beamed onto the statue on Sunday night. Sculptor Antony Gormley had intended for the Angel to stand unlit, overlooking major rail and road approaches to Gateshead and Newcastle from the South.  

All publicity is good publicity

A spokesperson for the supermarket said the baguette projection had been intended to start a "conversation," but in response to the outcry Morrisons was forced to issue statements over social media saying, "We're sorry if you thought we got carried away with our latest marketing. We were trying to have some fun and didn't mean to offend anybody."