Morrisons' fresh food credentials have been given a boost by the Advertising Standards Authority, which this week threw out complaints about the supermarket's advertising campaign.
Seven viewers protested to the ASA about an ad in which Denise van Outen enthused about Morrisons' freshly prepared food. In the ad, Van Outen said she liked to shop at Morrisons for its "freshly baked bread", "fish counters where the fish has never been frozen", "fresh meat cut on the day" and freshly made sandwiches.
The complainants said they believed these statements were untrue. The ASA ruled in Morrisons' favour because it was able to prove fish counter fish was never frozen, a butchery counter was available in all but five stores, and fresh bread and sandwiches were made in most outlets.
The ASA also said a voiceover, 'Everyday, in over 250 stores, Morrisons make and prepare more food than any other supermarket', was accompanied by text telling the viewer it had 368 stores, making it clear food was not prepared in all stores.
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