Primo ad complaint dismissed by ASB
A complaint about a Primo bacon television advertisement has been dismissed by the Advertising Standards Board (ASB).
The ad in question features the line “Australia’s favourite bacon”, a statement the complainant said inferred Primo bacon is made from Australian pork.
In responding to the complaint, Primo said that it “respectfully disagrees” that the statement infers its bacon is Australian.
Primo said that it believes most of those watching the ad would understand “Australia’s favourite bacon” means most Australians prefer Primo bacon over other bacon, not that it is made from Australian ingredients.
“Primo submits that the plain meaning and common usage of “Australia’s favourite” as would be understood by the market audience is to make a preference claim, in this case to the effect that more Australian’s prefer Primo to any other brand of bacon,” Primo said to the Board.
The Advertising Standards Board dismissed the complaint saying the complainant’s interpretation of the ad was unlikely to be shared by the broader community.
“The Board considered that the advertisement did not depict material which was misleading or deceptive and determined that the advertisement did not breach Section .1 of the Food Code,” the Board said in its case report.
- Brazil’s JBS buysPrimo Smallgoods
- Primofined for mislabelled ‘Australian’ bacon
- Primogets ACCC approval to acquire Hans Smallgoods
The Craft & Co have had many gin markets to signify the seasons throughout the year, but can yo...
Australian Organic Ltd has announced a restructure that will see it become a stand-alone, member own...
Coles says it is the first Australian supermarket to offer no added wax on its apples.
The latest Roy Morgan Research has found Australian children are drinking a lot more sweeten drinks ...
MISS the annual Australian Institute of Food Science and Technology convention this month? Don't wor...
A group of Australian Pizza Hut franchisee owners are preparing to appeal their failed class action ...
CHINESE cherry importers are working with Tasmanian growers to combat counterfeit fruit ahead of an ...
The Retail Food Group has again downgraded its forecasted first half 2018 financial year profits.