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Costa ad banned for mocking avocado breakfasts

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A Costa Coffee advert has been banned after customers complained that the radio advert discouraged from buying the fruit.

The development comes after two listeners complained to the Advertising Standards Authority (ASA) about the ad, which featured a voiceover saying: “There’s a great deal on ripen-at-home avocados. Sure, they’ll be hard as rock for the first 18 days, three hours and 20 minutes, then they’ll be ready to eat, for about 10 minutes, then they’ll go off.”

The advert advised people to choose the “better deal” of a roll or egg muffin.

Costa said the ad played on the “unfortunate issue of ripening” avocados. It added that it was not suggesting to listeners that they made a definitive choice over two breakfast items but instead informed them they had a promotional offer “to satisfy breakfast requirements”.

But the ASA said consumers would interpret the ad as a comparison between the experience of eating an avocado and a bacon roll or egg muffin.




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