Weetabix 'proper breakfast' ad cleared after health claim objection

A TV ad for Weetabix's On The Go Breakfast drink has been cleared by the ASA after a complaint about its supposed health claims.

Created by Bartle Bogle Hegarty, the ad features a young man getting ready to work who says to the viewer, "Who has time in the morning? Not me. Too busy sleeping. And that means no time for breakfast until now… Weetabix have made a proper breakfast you can drink".

The ad, which broke in April, then displays text which reads, "A proper breakfast. Bottled", alongside an image of bottles of the product. 

One viewer complained to the Advertising Standards Authority that the ad made a general reference to the benefit of the product for overall good health.

When contacted by the ASA, Weetabix did not agree that the ad made a general health claim and said it informed consumers that the product was a convenient breakfast choice. The company said the word "proper" highlighted that the product had been developed as a breakfast alternative.

Clearcast, which cleared the ad for broadcast, made similar points to Weetabix, according to the ASA.

In its ruling, publishing today, the ASA reported its investigation concluded that the ad did not break the CAP Code on health and nutrition claims and no further action was necessary. 

The watchdog ruled: "[The ad] was not likely to be understood to suggest the product was beneficial for overall good health or health related well-being but as an alternative for someone who did not have time to eat breakfast at home.

"We also considered the scene in which the young man was shown pushing away a croissant after he had consumed the product was likely to be interpreted as suggesting he had already had breakfast.

BBH won the creative account for Weetabix in 2011. It was previously held by WCRS.


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