Sainsbury's 'feed a family for £50' a week is fried by the ASA
A while ago, grocery behemoth Sainsbury’s proudly boasted how they could help you feed a family of four for £50 per week in a major advertising campaign. It was a huge leap forward for humankind, there were meal plans and Jamie Oliver’s face was seen and it was all tremendous. Anyway, turns out it was all a load of old bollocks.
The ASA has ruled on the validity of the claims in the ads and announced that they were misleading on three counts, including the crucial one that a family’s nutritional needs could be met for £50 a week. Sainsbury’s had done their maths on the basis that their meals would supply at least 75% of calories needed, with the rest made up from snacks and drinks bought outside of the £50 meal plans. So they’d actually feed 75% of a family for £50 then, we think. Or something.
The ASA also got the hump after sussing out that some consumers would need to fork out extra for additional ingredients in order to make the meals on the £50 a week plan. Which isn’t really ideal now is it?
So it’s slapped wrists for Sainsbury’s and the ASA have now BANNED the £50 a week adverts. Which is kind of pointless, as the supermarket ended the campaign ages ago and is now all about the ‘Live Well For Less’ vibe instead. But they lied to us, and we’ll never forget that.