Tesco has been forced to reel in a marketing campaign promoting 100% Scottish salmon after it emerged the fish had actually been imported from Norway.
The gaffe follows last month’s cock up which saw the company promote its new £1 milk offer by using cows which are only ever used for beef. The poster, online and instore ad – devised by Wieden + Kennedy – had to be reshot.
The latest howler saw stores across Scotland promoting farmed salmon with flags and flyers covered in Saltires. But staff were ordered to tone down the campaign after environmentalists pointed out the fish had been imported as eggs from Norway.
A spokesman for the Global Alliance Against Industrial Aquaculture said: “Tesco’s blatant breaches of trading standards makes a mockery of their claim to be promoting Scots salmon.
“Surely they should be selling exclusively Scottish salmon, not flooding supermarket shelves with Norwegian farmed salmon?”
A spokesman for the supermarket giant said: “These signs were put in the wrong place by mistake. The products were clearly marked with their country of origin.
“We are working with our stores across Scotland to make sure only Scottish products are displayed in cabinets that feature Scottish flags.”
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