Campbell Soup has challenged the accuracy of some General Mills' TV ads for Progresso soup, and an industry self-regulating group has issued a split decision on the complaint.
The National Advertising Division (NAD) of the Better Business Bureaus on Tuesday recommended that Golden Valley-based General Mills modify or discontinue certain TV ads for Progresso that imply most or all of the products' ingredients come from farms in rural, southern New Jersey.
However, the ad group also concluded that Mills made "reasonable" claims in its soup ads when it described Vineland, N.J., as Progresso's "home."
New Jersey-based Campbell argued that the ads conveyed a message that most or all of Progresso's ingredients were locally sourced. For example, in one spot called "Chicken," a tractor drives through a farm, followed by images of fresh vegetables and chicken on a cutting board. During the visual sequence, a voice-over states: "In Vineland, it's all about flavor."
The "Chicken" spot and three others opened with the text "Vineland, N.J. … Home of Progresso," which Campbell also challenged. Vineland is a city of about 60,000.
The NAD found that claim to be reasonable, because the Progresso brand was established in Vineland more than 70 years ago, and most of its soups are still made there.
In a statement to NAD, General Mills said it was "pleased" with the group's decision, and agrees to comply with its recommendations. Progresso is the nation's second-largest soup brand after Campbell's.
Mike Hughlett • 612-673-7003
