Mad Butcher loses to Countdown over ads

  • 16/12/2013

The Mad Butcher's advertising that claimed to have cheaper meat than Countdown has been labelled "misleading" and "likely to deceive".

Earlier this year, The Mad Butcher ran print, television and radio advertisements claiming "Jo from Onehunga", a randomly selected shopper, paid 30 per cent more for lamb chops, schnitzel, mince, pork chops and eye fillet steak at Countdown than at The Mad Butcher.

The ads appeared to compare a Countdown Basket with a Mad Butcher basket, and claimed The Mad Butcher's basket came in at a "whopping" $28 less.

But an Advertising Standards Authority decision released on Monday upheld the complaint of Progressive Enterprises Limited, which owns Countdown.

The decision said the ad was not comparing like for like as no basket shop was undertaken by Jo, four out of five products in the Countdown basket couldn't be purchased at the time, and 1kg meat packs couldn't usually be bought at Countdown.

The Countdown prices given were from Onehunga, and weren't reflective of national pricing, it said.

"The advertisements made comparisons that were likely to mislead or deceive consumers," it said.

"The advertisements falsely claimed a price advantage in this instance."

NZN

source: newshub archive