British supermarket chain The Co-operative is generally known for its ethical produce, sustainability policies and family-friendly prices. So imagine the surprise of its 18,000 Twitter followers when it inexplicably tweeted a picture of a semi-naked man. No accompanying text, no explanation…

The Co-op quickly removed the tweet, blaming the affair on a technical “hiccup” and telling critical followers that it was looking into the “technolagy [sic] bug” they believed was responsible. This was probably their second mistake, as the collective hivemind of Twitter knows better than to accept such a lame excuse. There was no “technolagy bug” at work here, just a case a big case of the whoopsies.

At least the brand put a humorous spin on it, tweeting: “We hope we gave you all a smile”, and then capitalizing on its extra followers with a reminder of its buy-one-get-two-free chips deal.