Heinz Farmers’ Market Soup doesn't actually come from farmers' markets - shock
Heinz has unfortunately been cleared of misleading the public in ads for its Farmers' Market range of soups. The Advertising Standards Authority have rejected claims that TV and press adverts for the product were misleading.
The TV ad for the soups featured the theme tune from “The Archers” and rural images in an urban setting – including businessmen in an underground car park getting into their tractors and driving away. A voice-over declared: “Heinz Farmers’ Market Soup. Taste the Countryside.”
Press ads claimed: “These are great-tasting hearty soups made using selected wholesome ingredients that you would find at a Farmers’ Market.”
But a further advert only said that the soups contained “selected ingredients from the UK and other countries inspired by Farmers’ Markets”.
Objectors included organisations such as Sustain and Hampshire Farmers’ Markets Ltd, and 19 members of the public. They claimed the ads implied that the ingredients came from farmers markets.
But Heinz argued that consumers understood that their products were sold by a multinational corporation on a very large scale across the country and would not therefore expect the ingredients to be sourced from farmers’ markets.
Judging on the average consumer at my local ASDA I find that very hard to believe. They are pushed to understand why smart price chicken nuggets are so expensive at 50p for 1,000.
The TV ad for the soups featured the theme tune from “The Archers” and rural images in an urban setting – including businessmen in an underground car park getting into their tractors and driving away. A voice-over declared: “Heinz Farmers’ Market Soup. Taste the Countryside.”
Press ads claimed: “These are great-tasting hearty soups made using selected wholesome ingredients that you would find at a Farmers’ Market.”
But a further advert only said that the soups contained “selected ingredients from the UK and other countries inspired by Farmers’ Markets”.
Objectors included organisations such as Sustain and Hampshire Farmers’ Markets Ltd, and 19 members of the public. They claimed the ads implied that the ingredients came from farmers markets.
But Heinz argued that consumers understood that their products were sold by a multinational corporation on a very large scale across the country and would not therefore expect the ingredients to be sourced from farmers’ markets.
Judging on the average consumer at my local ASDA I find that very hard to believe. They are pushed to understand why smart price chicken nuggets are so expensive at 50p for 1,000.
