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Burger King got served -- by independent regulator of sales promotions in the UK, the Advertising Standards Authority (ASA). The agency ruled against the fast food company's Tendercrisp campaign, alleging the television advertisements may mislead customers to believe the chicken burgers are heftier than the reality of their drive-through counterparts. The commercial in question features a man shacked up in a motel with a substantially portioned and prettily composed Cheesy Bacon Tendercrisp.
The ASA stated that they "examined the size of the burgers in the hands of an average-sized man and considered they did not fill the hands to the same extent as the burger featured in the ad."
Consumers are often reeled in by the promise of juicy, chargrilled burgers and crisp, golden fries, which are often artful illusions created by food stylists (professional "make up artist for food," Jennifer Eustock proudly demonstrates some techniques here). A debate among food stylists as to whether "dirty tricks" should be employed when prepping food products exists in the blogosphere. One blog cleverly captured the disparity between these doctored food products and the soggy, foil-wrapped reality.
Adele Hagan, a professional food stylist from Canada, weighed in on diet-blog.com: "Chances are that when you buy clothes you don't expect them to look the same on you as they do on a model. Food styling is no different. Just as fashion designers choose certain body types, hairstyles, and colourings to display their clothes, food stylists such as myself "make-up" our food. We're not doing it to scam consumers; we're just trying to make great food look its best."
In contrast, American pizza giant Domino's purposefully went behind the scenes of food styling. In a recent effort to promote transparency, Domino's has employed a bit of reverse psychology marketing with a commercial about the true nature of "cheese pull" pie styling.
Whether it's styled or not, it's hard to believe any food advertisement these days. But here's one thing we're confident about: No matter what the business or the strategy, it's all just marketing.
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7-25-2010 @9:42PM Bryan said... The last time I darkened the doorway of a Taco Bell I was so hacked off by the measly portion of meat in the taco I ordered, that I called the manager to the front of the counter. I pointed out to him that the taco I was served had little to no resemblance to the taco pictured on the menu board and told him to make me tacos that looked just like the ad. He did. I've never spent another penny at Taco Bell since. Any company that is going to treat me like a complete putz does not get any of my money.
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7-26-2010 @12:24AM Opihi said... How about Quizno's ... and their much hyped "Sammie"?
I can't believe they weren't sued for this scam. It looked good in the ad so I ordered one on the way home from work. The clerk asked "Only one ... ?" and I should have been prepared.
But at $1.99, I expected a regular sized burger. The "sammie" was barely 2 inches diameter ... it would have taken at least three for a modest serving. I thought she was joking .... just playing a prank. So I laughed. Then she said ..." Well most people order two or three ..."
I haven't been back to Quino's since. And the word "sammie" has become a family joke for a scam.
7-26-2010 @5:58AM jason said... your either cheap or overweight because everyone know the food you get never looks like the picture
7-25-2010 @9:50PM chaz said... If your 40 years old or older,do not eat fastfood.
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7-25-2010 @10:12PM J.J. said... You mean it's all just CAPITALISM, don't you?
How is anyone to believe the perpetual, greedy profit-making effort of anyone who owns a business, when it taints every syllable they utter. The Burger King ad is just a small example. No wonder people are crying for a socialist change in health insurance , among other things. We all need to go back to being farmers and stop letting some make it in this world on the backs of others. Only then will our country will be fair.
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7-26-2010 @12:25AM Jennifer said... Geeeesh, JJ, if you don't like the American way of business, why don't you live in Communist China? I bet you would whistle a different tune then.
7-26-2010 @5:10AM Terry said... Bet J.J. is reall hoot to have a beer or two on a Friday night. Yikes.
7-25-2010 @11:43PM Fred said... JJ, capitalism works just fine. It's power lies in the hands of the consumer. If you don't like the way a certain company does something then tell them about it and then simply don't patronize them. If enough people do this they will either get the picture and change or go out of business. Companies need to be told why customers won't be back they need to be made aware. So instead of just doing what they say, tell them "I don't like the way you make your burgers" and leave, then use someone else and tell them why you are using them instead of the other guy. I do this with may companies including grocery stores that make you use a card to save money. They suck.
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7-25-2010 @11:50PM LORETTA said... I do not eat fastfood.if iwant a burger,i make it myself
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7-26-2010 @12:27AM mazorj said... The history of this kind of cheating goes way back. In the 1970s there was a big consumer flap when tricks were revealed such as using whipped potatoes in ice cream ads (ice cream melts under hot photo lamps) and putting marbles in the bottom of soup bowls so that the chunks of meat and vegetables all float to the top.
This was parodied in a way in the famous 1980s Burger King ad line "Where's the beef?"
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7-26-2010 @12:39AM Fabricio said... Very good. Brittons. Don't let junk-food invade your country.
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7-26-2010 @2:22AM Olivia said... Oh please. When I walk down a street in London I see obese people everywhere! It is already an epidemic there. It certainly doesn't help that England has the most disgusting fatty foods. Just last week the city workers had to clear a blockage of solid lard and grease from food shops that dump their daily oils down the drains. Liken that to your arteries!!!! The most common snack for kids in England is a bag of greasy french fries (chips). Disgusting.
7-26-2010 @1:43AM Ruggercop said... Kudos! I wish we had the same standards to prvent the fraudulent "styling" of food. Adele Hagen from Canada in her pathetic attempt to explain away this fraudulent practice, this lie to consumers, should be ashamed of herself. When is cheating people, lying to them, not a criminal act?
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7-26-2010 @2:11AM Brian Workman said... You get what you pay for and a $1.99 doesn't get you very much with today's inflation!!! Wake Up!!!!!
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7-26-2010 @2:06AM Sendai said... I can't help but laugh at the gullible who go into a fast food restaurant and actually expect their food to look like the menu. But then again you go because you're taken in by Advertising hype.
Like one poster said, she wants a burger she makes it herself. Why won't anyone else take her sage advice? You want to criticize a sub shop that makes subs the size of your pinkie? What's stopping you from getting a decent sized sub bun, getting the ingredients and making your own sub! The cost will probably be no different. You get mad at the manager because your taco doesn't resemble the picture? Next time make your own. You'll be quickly replaced so your business won't be missed at Taco Bell. At the risk of being political, It makes me wonder how many who go to Taco Bell bellyache at night about illegal immigrants but by day walk into a Taco Bell to enjoy Mexican tacos and burritos that contain peppers, onions and tomatoes that they pick for you!
People who go to fast food joints are just plain lazy. Spend the money for supplies to fix your own instead of yelling at the fast food joint because their food doesn't look like the picture and stop depending on Advertising to dictate what fast food you have to eat.
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7-26-2010 @2:42AM Gordon said... When I was in college - granted, it was a while back, when people were still expected to be accountable - I got all kinds of lessons on how companies who distorted or outright made fabrications about their products were ordered to stand down. Some were even required to make counter-ads that sort of apologized for their transgressions. I wonder why that doesn't happen anymore, and advertisers now can just run buck-wild?
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7-27-2010 @2:08AM Stan said... HUH? The "Cheesy Bacon Tendercrisp" is a Chicken breast patty with the rest of the fixings. It's not a Burger on a bun.
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7-26-2010 @3:58AM Katherine said... Whatever happened with the old Burger King ad "it takes two hands to hold a Whopper?" I bet most people reading this article weren't even born when they ran that ad!
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7-26-2010 @4:10AM Jaguar8450 said... Too bad that what ever agency in any one goverment/country had the balls to do the same with eyelash mascara commercials which are the worst offenders in truth in advertizing as they are allowed to use false eyelashes on their human models during commericals on TV and in print with magazines.
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7-26-2010 @4:42AM Tony said... The UK is worst than the US. No freedom at all. If Burger king wants to run a ad that may might not be trueful then its up to the reader to figure it out. I have read about the farts in the UK goverment complaining.
The queen needs to get off her lazy butt and strighten out her out dated goverment.,
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