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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here