Kellogg's Crunchy Nut ad dodges ban

LONDON - A TV ad for Kellogg's Crunchy Nut Clusters has escaped a ban from the Advertising Standards Authority after customers complained the clusters appeared larger than in real life.

Kellogg responded by saying that the clusters shown in the ad, which was created by JWT, were from actual packets of Crunchy Nut Clusters. Because of the way they are made, the shape and size of the clusters can vary from 10mm to 30mm in diameter, the company added.

Clearcast confirmed they had told Kellogg to ensure they provided an accurate visual representation of the contents of one standard cereal pack. They warned that quality and quantity must not be exaggerated.

The ASA obtained a packet of Crunchy Nut Clusters to examine them and found the clusters did vary in size.  The watchdog felt that viewers would understand that not all clusters in the pack would be fully formed as some would have broken in transit and that they would therefore be of different sizes and shapes.

No further action is necessary.