Tesco lettuce ad challenged by Sainsbury's

Sainsbury's has picked a fight with rival Tesco over the alleged freshness of the latter's produce, disputing that it delivers all its Iceberg lettuce from farm to store within 24 hours.

Lettuce: Sainsbury's complaint about Tesco ad
Lettuce: Sainsbury's complaint about Tesco ad

Sainsbury’s has lodged a complaint with the ASA about a recent Tesco campaign promoting the freshness of the vegetable. The print and TV ads, created by The Red Brick Road, state: ‘Tesco British Iceberg. Goes from farm to store within 24 hours.’

Doubts have been cast on Tesco’s ability to stick to the time frame because, when big quantities are harvested, the process is delayed by bottlenecks in off-site refrigeration.

When contacted by Marketing Tesco was unable to provide a response, pending a final decision by the ASA.

The supermarkets are currently engaged in a price war, following the launches of Sainsbury’s ‘Brand Match’, Tesco’s ‘Big Price Drop’ and Asda’s ‘Price Guarantee’.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 The big adland divide: culture vs collateral

The industry is splitting into agencies that make marketing collateral and those creating culture, says Adam & Eve/DDB's David Golding.

YouTube to stop 30-second unskippable ads
Shares0
Share

1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

Just published

More