Batchelors Soupfulls TV ad condones ‘dangerous behaviour’

A television campaign for Batchelors Soupfulls, featuring two grown men pretending to fight using their cutlery, has attracted five complaints to the Advertising Standards Authority (ASA), because of claims it could encourage children to emulate “dangerous behaviour”.

The Premier Foods-owned brand shows the two men pretending to fight with one another using their cutlery because they cannot decide whether to use a fork or a spoon to eat the Batchelors Soupfulls, as it contains pasta. One of them is then shown to fall out of a window unharmed.

The ad was created by Delaney Lund Knox Warren & Partners. The ASA is considering whether to investigate the complaints.

The TV commercial is thought to be one of the last pieces of work carried out by DLKW, following Premier Food’s recent decision to divide up its brands between two creative agencies.

McCann Erickson maintained its place on the £26m roster, working on the Hovis, Quorn, Mr Kipling, Cadbury, Sharwoods and Bisto brands (MW January 10).

Miles Calcraft Bringinshaw Duffy also won a place on the roster at the end of last year, winning Loyd Grossman, Ambrosia and Batchelors.

A review of the Premier Food account was called in September last year, with the aim of consolidating the company’s roster, which at the time included DLKW, CHI & Partners, Publicis, DDB London and McCann Erickson.

While DDB declined to re-pitch for the Hovis business, McCann Erickson was the only incumbent to get through.

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