LONDON (Brand Republic) - UK chain Sainsbury’s has been told by the advertising watchdog to withdraw a national press and magazine ad promoting its “green” foods for being misleading about quite how green its food is.
The ad, created by M&C Saatchi, featured two apples with the headings “Countryside” and “Pesticide” and a ladybird crawling across one. Underneath, Sainsbury’s stated its fruit and vegetables were grown “with a commitment to using more natural farming methods, like this ladybird, to control pests”.
The Advertising Standards Authority said the ad was likely to “mislead consumers” into believing the produce was organically grown and implied the chain does not use pesticides.