Friday, 1 December 2017

An advert for baked beans has been banned

Heinz has been told its advert cannot be shown in its current form
Heinz cannot show the advert which featured a man sipping a drink "supercharged with protein" which a woman compared to the beans.

The Heinz advert featured a man returning home from a run, and being asked by a woman whether he was hungry.

After saying he was, he took a drink from the fridge, and said it was "supercharged with high protein, high fibre and minimal fat" before taking a sip.

The mother lifted a bowl of Heinz beans and said: "Same. We're just having some beans."

The advert then contained information that the food was high in protein and fibre and low in fat and was "good for you without going on about it".

According to the Advertising Standards Authority, three complaints were received on the basis of the nutritional claim that the beans had as much protein as the shake.

In its defence, Heinz Food said they did not name a specific drink, and so the viewer would not be able to draw a direct comparison with a named product.

However, the ASA took the view that the nature of the colour of the drink, and the container it was in, would lead viewers to recognise it as a protein shake, and so make a comparison.

In the ruling, the ASA said: "We considered that in the context of the man's statements, the mother's statement "Same. We're just having some beans" would be interpreted by viewers to mean that the beans had as much protein, fibre and fat as the protein shake that had just been displayed, particularly as directly afterwards the text "High in protein. High in Fibre. Low in Fat" appeared next to the bowl of beans.

"We noted that the ad did not state that Heinz Beanz had greater or fewer nutritional benefits than the protein shake, however, we considered that the overall impression created by the ad was that Heinz Beanz contained as much protein, fibre and fat as a typical protein shake."

It added: "The claim in the ad - that Heinz Beanz had the same nutritional benefits relating to protein, fibre and fat as a protein shake -was not permitted."

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