Magazine article Marketing

Heinz Ad Slated by Homeless Groups

Magazine article Marketing

Heinz Ad Slated by Homeless Groups

Article excerpt

Homeless groups have voiced strong disapproval of a new ad for Heinz Salad Cream which shows a homeless man buying the product to use on food from bins.

The ad carries the strapline, 'Anything tastes supreme with Heinz Salad Cream'.

The execution, which has provoked 40 complaints to the Independent Television Commission since it first aired on July 3, shows the man entering a corner store and asking for "The usual".

On emerging from the shop, he pulls out a bottle of Salad Cream from a brown bag -- playing on audience expectation of alcohol -- before looking longingly at a dustbin.

Complainants cited the ad as being offensive to homeless people or wrongly ridiculing them. An ITC spokeswoman said: "It is a considerable number of complaints for one ad, and will probably require further investigation. We haven't taken action yet because we do not feel it will cause serious harm. The complaints imply it is offensive, not harmful. …

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