Bunfight! Why I waded into the “not cross bun” controversy, and you definitely shouldn’t

Fabricating outrage out of next-to-nothing is a very 21st century method of selling your wares, explains Ben Cohen

It had been a quiet week at the Open Doors Media Office (just the two of us). Our latest press release about 70,000 people driven from their homes by Islamic State in Mozambique had barely registered even a mild shrug from the media. Then an email from an unknown name dropped into my inbox.

A freelance journalist wondered if anyone at Open Doors, being a Christian organisation, might want to comment on a story he was writing.

Iceland (the store) was trial marketing a new brand of hot cross buns…without the cross (cue dramatic music). In its place was a stylish tick (think a truncated Nike swoosh).