Ad Watchdog Slams Tesco for 'Misleading' Horse Meat Crisis Campaign
Here’s a hint: when creating a damage control campaign, make sure your information is correct, because “spread the blame” strategies can come back to bite you.
UK retailer Tesco, which found itself in trouble last year over traces of horse meat detected in various products including Burger King sandwiches, has been criticized by the UK’s Advertising Standards Authority for making “misleading” claims. These charges related to a full-page release published in UK papers earlier this year under the headline “What burgers have taught us.”
It’s an effective damage control statement, and the BBC even called it “a strange bit of poetry”, but it also reads like a cop-out.
The ASA had a problem with this sentence:
The problem we’ve had with some of our meat lately is about more than burgers and bolognese.
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