A complaint about supermarket's 'Meat Week' promotion has been thrown out by the Advertising Standards Authority (ASA).
Complainant M Taylor said the ad, which aired on radio, was "highly offensive to the vegetarian/vegan community".
"It contains wording along the lines of: 'Tofu turkey, coconut bacon? Nice try vegetables. At Pak'nSave we sell REAL meat.' It disrespects products that many people depend on for nutrients, that are more environmentally friendly to produce and consume and that are more ethical to animals.
"Whether someone is vegan/vegetarian or not, these are quality, ethical products that should not be made a mockery of. By mocking the product, Pak'nSave are mocking the people who consume them and the good it does for the world to have these products. This is NOT right!"
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The ASA dismissed the complaint, saying Pak'nSave "made use of humour… with the voiceover being performed by well-known comedian Paul Ego".
It said while some viewers might not find it funny, offence was unlikely to be widespread.