Richmond Ham re-edit fails to stop probe

Kerry Foods attempts to counter complaints about the level of nudity on show in its ‘naked farmer’ ad with a re-edited version without any bum shots has failed to prevent a formal investigation by the advertising watchdog.

Richmond Ham

The investigation will not only look into complaints about the use of inappropriate nudity throughout the spot, but will also look at whether the claim that the ham is a 100% natural product is misleading.

It comes days after Kerry Foods unveiled a re-edited version of the ad that removes all shots of actors’ bums, which can currently be viewed on Richmond Ham’s YouTube channel.

The spot racked up 360 complaints to the Advertising Standards Authority (ASA) to date, of which 345 have accused it of inappropriate nudity. The investigation was announced earlier today.

The number of objections would have made the ad the third most complained about spot of 2011.

The spot first launched earlier this month as part of a £3m marketing campaign to support the relaunch of the Richmond Ham range as 100% natural product.

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