Sainsbury's five-a-day TV ad axed

LONDON - A TV ad for Sainsbury's, urging consumers to get their five-a-day fruit and vegetables for the low price of 55p, has been slammed for containing misleading dietary recommendations.

Sainsbury...campaign deemed misleading
Sainsbury...campaign deemed misleading

Two people, including a dietician, who viewed the ad, questioned whether it was inaccurate for including baking potatoes in the five-a-day objective.

A voiceover stating "get on your way to five-a-day" coincided with a bubble containing baking potatoes.

This led the Advertising Standards Authority to conclude that the ad could be misleading because this product is classified as starchy and thus not part of the Government recommendation.

Sainsbury’s said the voiceover in the ad was very clear in its message that the range of fruit and vegetables featured is only a small selection of a person’s daily requirement.

Sainsbury’s said that the intention of the ad was to make consumers aware of the savings to be made during the festive period. It said it had no plans to use the ad again.

The ASA noted that some of the products shown in the ad would count towards the Government’s five-a-day recommendation and some wouldn’t.

The ad, by Abbott Mead Vickers BBDO, must not be broadcast again in its current form.


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