Costa has seen an advert banned after it suggested an avocado was a “poor breakfast choice” adding that those who wanted a decent breakfast should have a bacon roll or egg muffin from Costa.
The radio advert announced that avocados would be “hard as rock for the first 18 days, three hours and 20 minutes and then they’ll be ready to eat for about 10 minutes, then they’ll go off”. Two people complained to the Advertising Standards Authority (ASA) that this discouraged the selection of fresh fruit as a breakfast option.
Costa replied to complaints saying its advert focused on the “frustration and unpredictability of the avocado” with “positive language” for the company’s own breakfast offering. The ASA told Costa that the advert “must not be broadcast again in its current form” adding that it must not “condone or encourage poor nutritional habits”.
The ASA said: “We considered that, although the ad was light-hearted, it nevertheless suggested avocados were a poor breakfast choice, and that a bacon roll or egg muffin would be a better alternative, and in doing so discouraged the selection of avocados.
“In light of the above, we concluded that the ad discouraged the selection of fresh fruit and therefore breached the Code.”