Kelloggs cleared of Crunchy Nut complaint

Complaints that Kelloggs exaggerated the size of the cereal in a TV campaign for Crunchy Nut Clusters have been dismissed by advertising watchdogs.

Kelloggs Crunchy Nut ad
Kelloggs Crunchy Nut ad

The campaign, created by JWT London, showed people eating Crunchy Nut Clusters in a variety of situations, for instance at a barbecue where they were arranged on the grill as kebabs and being eaten out of a bowl as though they were popcorn.

The Advertising Standards Authority received two complaints that the ad was misleading for exaggerating the size of the cereal.

Kelloggs responded that the clusters appearing in the ad were all from genuine packets of the cereal and that as a result of the manufacturing process the size of clusters varied from 10 mm to 30 mm in diameter. The company estimated that the clusters seen in the ad were no larger than 30mm.

The ASA said that it had noted the scenes where the clusters were being barbecued and where a woman ate a cluster from a box of chocolates and had also examined a packet of Crunchy Nut Clusters to verify the size of pieces.

It said the samples it had scrutinised were similar to those shown in the ad and that viewers would understand that not all clusters in the pack would be fully formed and some would be broken in transit. The ad was not in found in breach of advertising code.

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