A satirical price tag placed on supermarket shelves in Perth has ignited a fierce public debate about corporate profits and the rising cost of groceries.
Mock Tag Takes Aim at Executive Pay
An observant customer at the Woolworths store in Booragoon was left puzzled after spotting what looked like a standard yellow specials tag next to a packet of fried noodles. Instead of a discount, the label carried a pointed message: "Thanks for funding our CEO’s bonus – enjoy your noodles".
The shopper shared a photo of the tag on Reddit, commenting they were "not sure what to make of this, but two points for effort". The post quickly attracted attention, with many users agreeing with the sentiment behind the joke.
"Not wrong though," one user replied. Another suggested, "Should be on the Tim Tams since they cost more here than in the UK."
Activist Campaign Behind the Stunt
The tags have since been revealed as part of a coordinated campaign by the progressive activist group GetUp!. The organisation is distributing the free tags as part of its Stop Price Gouging program.
On its website, GetUp! argues that everyday Australians are struggling with soaring prices for essentials. "Everyday people are paying $10 for eggs, $5 for bread, $8 for a small bar of chocolate – with some staples jumping 30–50% in just a few years," the group states.
The campaign directly links these price hikes to corporate profits and executive payouts. It highlights that Woolworths' former CEO received a $24 million payout, an amount that would take an average store worker centuries to earn.
GetUp! also accuses supermarket giants of using tactics like "shrinkflation" – reducing pack sizes while keeping prices the same – and offering misleading discounts that ultimately increase costs.
Supermarket Giant Declines to Comment
When approached for comment by PerthNow on 17 December 2025, Woolworths declined to respond to the incident or the broader allegations made by the activist group.
The satirical tags have successfully turned a routine shopping trip into a public conversation about fairness, corporate responsibility, and who ultimately pays for multi-million dollar executive bonuses.
