The ad, created by Delaney Lund Knox Warren, sees the actor Robert Lindsay ask: "Does it have to cost a fortune every time you want some fresh fish? I just want a decent choice from a sustainable source." Sainsbury's argued that the comments could not be fully substantiated, and Morrisons has agreed to not show the ad again until it can prove its claims.
The Week: Advertising News - Morrisons pulls fish TV ad
Morrisons has pulled a TV ad after its supermarket rival Sainsbury's lodged a complaint stating that claims made in the ad regarding sustainable sourcing of fish could be seen as misleading.
