In Australia this week, Woolworths supermarket, the owner of Countdown here in New Zealand, was forced to withdraw a marketing campaign using Anzac soldiers.
Ahead of next weekend's centenary of the Gallipoli landings, it raises concerns about the whether the Anzacs have become over-hyped and commercialized.
Some Australian historians worry that they've become a national obsession, with the NZ part of that often ignored, and they've revived the word 'Anzackery' as an antidote.
Watch the video for Tony Wright's special report.
