Booth wrote a press release for her client Somerfield, extolling the virtues of the retailer's Easter Eggs.
It was fired off to the press before anyone at the agency could twig that Booth had referred to Easter as the time when Christ's birth is celebrated. A hasty follow-up then said the festival concerned the rebirth of Christ, before a third release finally settled on the resurrection.
Full marks to Brando though, for its brazen response to PRWeek: 'The piece that ran in The Times was based on a mistake made not through ignorance, but simply a typo. While we're surprised by the amount of attention it has attracted, we're also pleased to have stimulated further debate on the place of the church in modern society.'