A controversial multimillion pound tie-up between English cricket and the maker of Hula Hoops and Butterkist to sponsor family-friendly tournament the Hundred has backfired, after the promoting watchdog banned a promotional marketing campaign for focusing on junk meals at youngsters.
The England and Wales Cricket Board (ECB) struck a take care of KP Snacks to be the official sponsor of every of the groups collaborating within the Hundred, a brand new event designed to encourage younger individuals to take up the sport, which was first performed final yr.
The tie-up was criticised by well being campaigners and Simon Stevens, the outspoken former head of NHS England, who argued that the affiliation with snacks from Skips and Nik Naks to McCoy’s ran counter to the fight to reduce the rising problem of childhood obesity.
KP Snacks ran a marketing campaign that included every of its manufacturers sponsoring a staff from throughout England and Wales collaborating within the competitors. It included an e mail promotion, Instagram posts on the accounts of KP Snacks’ manufacturers and a wider paid-for advert marketing campaign on the Meta-owned social media website.
The Promoting Requirements Authority obtained two complaints – from the Kids’s Meals Marketing campaign and Meals Lively – that the adverts broke UK guidelines banning meals excessive in fats, salt and sugar (HFSS) being focused at under-16s.
The promoting watchdog’s investigation discovered that two components of the marketing campaign broke its guidelines. One was a co-branded e mail promotion to present away 1,000 cricket bats and balls that featured a “vibrant, vibrant, cartoon-style” picture of cricket gamers and McCoy’s branding.
The opposite was an Instagram advert that includes Butterkist toffee popcorn – which has 51g of sugars per 100g – providing the possibility to win tickets to observe Birmingham Phoenix play within the event.
The ASA discovered that of the 29,276 recipients of the e-mail marketing campaign 1.3%, or 326, had been recognized as belonging to individuals 16 or underneath, a breach of UK advert guidelines.
The watchdog additionally discovered that the Instagram Butterkist advert didn’t run with particular focusing on standards to cease it being seen by under-16s, as the opposite two Instagram adverts had finished.
“We instructed the ECB and KP Snacks to take affordable steps in future to make sure that HFSS product adverts weren’t directed at youngsters by way of the choice of media or the context wherein they appeared,” mentioned the ASA.
A spokesperson for the Hundred mentioned: “We’re sorry that attributable to an inside error an e mail selling a giveaway of free cricket bats and balls was despatched to a variety of under-16s in addition to the adults it was meant to be despatched to. Whereas the e-mail contained a brand of one in all our associate’s manufacturers, candidates weren’t required or inspired to purchase any merchandise with the intention to apply for the bat and ball and the aim of the competitors was to get extra individuals lively. We’re setting up extra programs to make sure it doesn’t occur once more.”
KP Snacks didn’t reply to a request for remark.