Complaint about Bakers Delight ad for mini finger buns with M&Ms upheld

Posted January 20th, 2019 by admin and filed in 南京夜网
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A complaint that a Bakers Delight billboard was “advertising lollies on bread for school lunches” has been upheld by the Advertising Standards Board.
Nanjing Night Net

The advertisement, which was displayed on signs in shopping centres, depicted three Bakers Delight products beneath the wording: “School lunches? Problem solved.”

Another version in the ad series highlighted that the product was for a “limited time only,” along side the message:”Go on. Make their Day!”

A cheese and Vegemite scroll, a cheese and bacon roll and a four-pack of mini finger buns covered in chocolate M&Ms featured on one of the signs, with the latter forming the focus of the complaint.

“Advertising of lollies on bread for school lunches is appalling. Lunch and healthy food choices is challenging enough for most families and to have this as an acceptable choice is unfathomable,” the complainant said.

“Bakers Delight is specifically targeting children to include M&M finger buns as a day-to-day lunch box item. Such products, should rarely (or preferably never) be eaten by children, let alone promoted and ‘normalised’ as an everyday food …”

The complainant argued that amid Australia’s “obesity crisis,” it seemed “incredibly irresponsible and unethical to market such products to children and their carers”.

The Advertising Standards Board ultimately found the ad series undermined the promotion of healthy balanced diets through “the combination of images and text” and that it did breach a section of the AANA Food Code.

“The reader may interpret the advertisement as being a suggestion of some items to go in the lunch box, however … the text ‘your lunch box solution’ strongly suggests this is all you could have (a scroll and a finger bun),” the judgment said.

The board referred to a similaradvertisement forKellogg LCM Golden Joys, in whichtheitem was in a lunch box alongside “a piece of fruit and a sandwich”, making it clear the sweet itemwas to be a small component of the total lunch.

Elements of the Bakers Delight sign, such as the brightly coloured M&Ms and brightly coloured pencils, were found to be appealing to children, but the board found the overall content was just as likely to appeal to carers and parents.

Therefore it said the advertising Children’s Codedid not apply, as the advertisement was not directed primarily to children.

In response to the finding, Bakers Delight said it was “surprised” and “disappointed in [itself]” that the ad had come to the attention of the board, but acknowledged it would not continue the campaign.

“Specifically, the campaign was designed to only be a special treat for a child; although purchased by a parent, who would make the buying decision,” Bakers Delight said.

“At no point was the finger bun product implied or otherwise as being a lunch replacement for a child. The campaign was a limited-time promotion with a limited quantity product …”

Bakers Delight general managerGerry Gerrard said he was disappointed that the brand had come before the board for the first time in 37 years.

“The product isactually half the length of ourregularfinger buns … a treat for children to put in their lunch. It was never neverintended or implied this would become a lunchsubstitute.”

Mr Gerrard said the company had received two complaints amid the 1 million customers it serves every day, but they were two more than he needed.

“Now we have a protocol, any [advertising] we do for children’s products we will come to the Advertising Standards Board first … we live and learn.”

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