Sainsbury’s has fallen foul of the advertising watchdog after marketing for its flagship Brand Match promotion – which pledges to match the prices offered by rivals Asda and Tesco – was branded misleading.
The move is even more embarrassing for Sainsbury’s bosses after their complaints about Tesco’s scheme – Price Promise – were kicked into touch by the Advertising Standards Authority in July.
TV ads for the Sainsbury’s scheme use screen split three ways to show shoppers in its stores as well as in Tesco and Asda.
The voice-over stated: “Deals. Everywhere aren’t they? But wouldn’t it be nice if we didn’t have to go everywhere to get them. That’s why Sainsbury’s Brand Match matches comparable branded deals at Tesco and Asda. So spend £20 or more and we’ll tot up the prices of brands in your baskets and if you could have paid less at Tesco or Asda, even because of a deal, we’ll give you a coupon for the difference. Which means you still get those deals you love, just now in one place.”
But viewers complained that, because Brand Match compares the total cost of a branded shop, any coupon for the difference would be reduced in value if products at Sainsbury’s were more expensive than at Asda or Tesco, forcing customers to shop around to get the best deal.
The ASA agreed, deeming the ads misleading and banning them from running in their current format.
A Sainsbury’s spokesman said: “We are disappointed with the ASA’s ruling since we don’t feel their approach accurately reflects the way that customers shop in the real world. We are confident that the millions of customers who benefit from the scheme each month fully understand how Brand Match works.”
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