Tesco claims latest victory in pricing ads battle with Asda
By Matthew Chapman, campaignlive.co.uk, Wednesday, 07 March 2012 12:01AM
Tesco has succeeded in getting an ad campaign by rival Asda banned for making absolute claims about offering the lowest prices.
The ruling by the Advertising Standards Authority (ASA) is the latest development in a series of tit-for-tat complaints between the two supermarket giants that refuses to die.
In August last year, Tesco failed to get a campaign from rival Asda banned, after it claimed the ad was misleading because it believed it implied Asda was always 10% cheaper. In April, a Tesco ad was banned after an Asda complaint.
The latest press campaign run by Asda contained the claim, "only one supermarket is…always 10% cheaper", a reference to the Asda Price Guarantee, which offers to give customers the monetary difference if it is not 10% cheaper than rivals.
Tesco complained to the (ASA) about the "only one supermarket is…always 10% cheaper" claim, because it confused a price promise with a lowest-price claim.
The ASA ruled that the claim would be interpreted as a lowest-price claim and said qualifying information explaining the Asda Price Guarantee contradicted the supermarket's absolute headline claim.
It told Asda not to reproduce the two press ads, which ran in September and October, in their current form.
An Asda spokespeson said: "The fact that it’s not customers complaining, but a competitor that can’t match our price promise, says it all. Our customers love being able to check how much cheaper their shopping is at Asda and they’re not confused in the slightest."
Follow Matthew Chapman at @mattchapmanUK
This article was first published on campaignlive.co.uk
- Broadcast / Online Planning Manager -Leading Media Owner Aspire £45000.00 - £46000.00 per annum, London
- Account Manager - Hugely exciting new DOOH business! Ultimate Asset £25000 - £30000 per annum + Uncapped generous commission, London
- Sports! Cross Platform Creative Solutions Manager Ultimate Asset £25000 - £35000 per annum + Excellent Commission Potential & Bens, London
- Agency Account Director- Programmatic Video Platform Ultimate Asset £45000 - £60000 per annum + commission & benefits, London
- Account Manager EMEA - Ad-tech Company Ultimate Asset £35000 - £50000 per annum + bonus & benefits , London
- Black horse returns in new Lloyds Bank campaign
- The man who made Grey matter
- Watch: Every Grand Prix winner from Cannes Lions 2015
- 'You're thirsty. We've got sales targets', says Oasis in summer campaign launch
- Heineken selects Publicis Worldwide to be lead global creative agency
- Programmatic adspend nears £1bn and doubles for mobile