Agency: Grey London
By Loulla-Mae Eleftheriou-Smith, campaignlive.co.uk, Wednesday, 12 September 2012 08:30AM
The campaign, consisting of a TV ad and a digital banner ad appearing on the Mumsnet site, featured images of children playing with fruit-shaped bubbles.
The voiceover stated: "Grape, apple, and raspberry juice with refreshing sparkling water. Fruitizz is full of fruity bubbles with no added sugar, artificial colours or flavours. And, it’s one of your child’s five-a-day."
On-screen text stated: "one of your five-a-day based on approximately 150ml fruit juice per 250ml serving."
The Advertising Standards Authority (ASA) received two complaints that the "one of your five-a-day" claims were misleading and challenged whether they could be substantiated.
McDonald’s said its Fruitizz product contains 62% fruit juice, which equates to 155ml of fruit juice, sitting just above the Government’s 5-a-day guidelines that states "one medium (150ml) glass of unsweetened 100% fruit juice can count as one portion".
The ASA noted that the product adhered to the Department of Health’s five-a-day guidelines and does not use added sugar in the drink, and McDonald's was clear about the basis of its five-a-day claim. The ad has not been banned.
McDonald's introduced Fruitizz in May and last month dropped Innocent Smoothies from its menus after its five-year-trial failed to gain traction with customers.Follow @loullamae_es
This article was first published on campaignlive.co.uk