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
BerryWorld Australia has launched a novelty Christmas design on its 125g heat-sealed raspberry pack...
Twenty Third Street Distillery is one of South Australia’s most iconic distillery’s and adding to t...
Bellamy’s Australia has paid a $66, 000 penalty after ASIC alleged it did not properly inform the AS...
Australians are eating larger servings of fatty and sugary foods than they were in the past The Geor...
ARE you going this week to Australia's premier food industry event?
Australians are buying less cheese says Roy Morgan Research.
The number of obesity cases has doubled since 1980, according to a study that that was pu...
Victorian brewery White Rabbit has taken out Champion Australian Beer at the 2017 Australian Interna...