Sainsbury's reignites price war ad battle in latest appeal action

Sainsbury's: launched this press campaign in response to ASA ruling in Tesco's favour
Sainsbury's: launched this press campaign in response to ASA ruling in Tesco's favour

Sainsbury's has appealed to an independent body about its ongoing ad battle with rival Tesco and its Price Promise scheme, despite the Advertising Standards Authority already ruling in Tesco's favour.

The appeal will be submitted to the independent reviewer of ASA adjudications, Sir Hayden Phillips, for a  review of the case.

Sainsbury’s believes that Tesco’s Price Promise advertising deprives customers of the chance to make their buying choices based on ethics and provenance, as well as price, which caused it to complain to the ASA earlier this year.

The ad watchdog ruled that Tesco made valid comparisons between fresh food and own-label products. Sainsbury’s then launched its own riposte in the form of a national press campaign featuring the strapline: "Same price, different values".

Mike Coupe, Sainsbury’s commercial director, said: "The support from customers, as well as respected bodies such as the NFU and the Woodland Trust, has been overwhelming. They agree with us that where our food comes from and how it is produced really do matter, and that Tesco should not be allowed to argue that they don’t.

"So we’ll be stating our customers’ case to the independent reviewer in the clearest possible terms."

If Sir Phillips accepts the request, he will invite Tesco to submit its comments on the case before submitting his recommendation to the ASA Council, which could see the original ruling being reconsidered. 


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers