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Cape Town - Pick n Pay recently put a spoke in the wheel of a television advertising campaign by its competitor Checkers.
In the Checkers advertisements, Africa's largest retailer boasts about its lamb, cheeses and wines and that more than 800 000 South Africans started buying from Checkers during the recession, rather than adjusting their living standards.
On behalf of Pick n Pay Retailers, attorneys Bell Dewar laid a charge with the Advertising Standards Authority of SA, demanding that various statements made in the advertisement be subjected to objective substantiation.
"Objective substantiation" requires that all statements, whether indirect or implicit, be supported by objective proof before the marketing material may be distributed.
The 800 000 consumers that purportedly now prefer to shop at its competitor put Pick n Pay's back up, as well as the claims that Checkers sells the best lamb, wines and exotic new cheeses.
Pick n Pay asked Checkers to deliver proof that all of these statements were factually correct. Instead, Checkers decided to withdraw the advertisement, which has not been broadcast on television or radio since March 24.
- Sake24.com
For business news in Afrikaans, go to Sake24.com.