ASA Adjudication on Kerry Foods Ltd

Ad

Four radio ads, for Mattesons smoked sausages, which were broadcast on Forth One, Clyde Radio and Real Radio, featured a male voice, which stated “Mmm, Mattesons smoked pork sausage … ”. It continued:

a. “Think about all the things you can stick this tasty, extraordinarily large sausage in. Mmm. Pizza, pasta, stir fry. You have any ideas? Give me a call and tell me where you like to stick it. Ladies, I’m waiting for your call … Mmm, Mattesons smoked pork sausage. You want it”;

b. “You’ve all been telling me where you like to stick it. Jenny certainly let her imagination run riot”. A female voice stated “I stick mine in a nice warm casserole but some evenings when I’m alone I like to stick it, in my pasta salad”. The male voice continued “I wondered what she was going to say there. Ladies, keep telling me where you like to stick yours … Mmm, Mattesons smoked pork sausage. You want it”;

c. “You’ve all been calling in, telling me where you like to stick it. This was Leslie’s response”. A female voice stated “I stick mine in a hot creamy pasta, there’s nothing like a saucy sausage". The male voice continued “I’m sure the ladies out there would agree, eh? Keep the calls coming, tell me where you like to stick yours … Mmm, Mattesons smoked pork sausage. You want it”; and

d. “You’ve all been telling me where you like to stick it. This was one of my favourites”. A female voice stated “I’m renowned for my big sausage hot pot. People are always calling by for a bit and my husband Roger loves it”. The male voice continued “Roger that Fiona. Ladies, keep telling me where you like to stick yours … Mmm, Mattesons smoked pork sausage. You want it”.

Issue

The ASA received 21 complaints from listeners who heard the ads at various times throughout the day.

1. All 21 listeners believed the ads were offensive, because they contained inappropriate sexual innuendo.

2. Seven listeners also believed the ads were not suitable to be broadcast when children were likely to be listening.

BCAP Radio Code

Response

1. Kerry Foods said the ad was intended to be a tongue-in-cheek and light hearted way to portray peoples desire for their product and to suggest creative meal solutions.  They were confident that the ads would not offend.

Radio Forth said that they had received some calls regarding the ads and they had advised that the callers contact the ASA.

Radio Clyde said they had received one complaint and had then taken the decision not to broadcast the ad during the school run.

Real Radio said that they had not received any complaints.  They felt the ads were acceptable because the station's content was aimed at those 25 to 54 years of age; the innuendo, which they believed was a creative way of putting across a clear message about the variety of dishes that could be created using the smoked sausages, was unlikely to offend the audience.  The station specifically targeted an adult audience and was well known for its off-beat and irreverent style and therefore the ads would be within listeners expectations.

The RACC said that they had cleared ad (a) and versions that were similar to ads (b) and (c) but they had not cleared ad (d).  They noted the innuendo in the ad campaign but thought that most listeners would view it as innocuous, in the style of a saucy seaside postcard, rather than as being gratuitous or offensive. They ensured that it was clear from the outset of the ads that the subject matter was food and how and where women, and not men, liked to use such food.  They felt the ads were clearly light hearted and therefore women were unlikely to feel it was demeaning or offensive.

2. Kerry Foods pointed out that the ads were cleared without restriction by the RACC.

The RACC said that because they believed that the content of the ads was not graphic or sexually explicit they did not feel that they required any scheduling restriction.

Assessment

1. Not upheld

The ASA noted the ads were intended to be light-hearted and considered that the opening line "Mmm, Mattesons smoked pork sausage ... " made clear that they were referring to food.  We acknowledged that some viewers might find the humour in the ads in poor taste but considered that the innuendo was not sexually explicit; it was clear that the ads were referring to food using tongue-in-cheek humour.  We concluded that the ads were unlikely to cause serious or widespread offence.

On this point, we investigated the ads under CAP (Broadcast) Radio Advertising Standards Code section 2 rule 9 (Good taste, decency and offence to public feeling) but did not find them in breach.

2. Upheld  

We considered that young children would be unlikely to understand the innuendo in the ads.  However, although it was not sexually explicit, the innuendo was sufficiently strong to present a problem if it was heard by older children.  We concluded that the ads could cause harm to children and, because they had not been scheduled away from times when children might be listening, had not been appropriately scheduled.  

On this point, the ads breached CAP (Broadcast) Radio Advertising Standards Code section 2 rules 8 (Scheduling) and 11 (Children and younger listeners).

Action

The ads must not be broadcast in or around programmes likely to be heard by a significant number of children.

Adjudication of the ASA Council (Broadcast)