Tesco has been forced to pull an outdoor campaign promoting its new low-priced milk after farmers complained it was using pictures of a breed only used for beef.
It is not known who devised the campaign – Wieden + Kennedy handles its main ad account – but there are likely to be be more than a few red faces at the agency responsible.
The ad, which also ran online, features a Hereford cross cow – which does not provide a drop of milk and is used exclusively for meat – to promote the £1 for four pints deal.
The gaffe was first spotted in the rural market town of Bridgnorth, in Shropshire, which is at the heart of the UK’s dairy farming industry.
Farmer Richard Yates, who has a herd of 100 Friesian cows, told the Yorkshire Post: “They are using Hereford cross cows which are 100% beef animals that would never have been milked in their lives. That shows how out of touch they are and what they think of dairy farmers.”
Fellow farmer Jim Findlay added: “It’s just a bit of basic research they needed to do – it is quite a stupid error to make whether it was done deliberately or not. Of course a town full of dairy farmers are going to notice this. It must have cost them thousands of pounds to replace.”
Tesco has now admitted the mistake and pledged to replace the creative to show a dairy breed. A spokesman said: “As soon as we spotted this mistake we organised for new pictures to be used.”
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