The second backfire comes from the obvious hypocrisy of the few actual arguments in between the vacuous corporate "values" boilerplate. The flier says UFCW has two goals: to get more union dues, and to destroy Food City. It's not clear how a union would collect any dues from workers at a company that has been destroyed. And for a for-profit corporation to make dire warnings about how other organizations are motivated by the desire to make money was ridiculous enough -- then I noticed that the flier contains a $5 coupon!
Inside, the flier tells us that UFCW paid $200,000 to a consulting firm to help spread its message. So I can only presume that this glossy flier was hand-made by Food City executives, rather than farmed out to *gasp* a consulting company that does PR campaigns.
I have yet to investigate the particulars of this dispute, but I think I can say I'm much more sympathetic to UFCW than I was before I checked my mail.