Shopper Shock: Tesco Mobile’s “Mushroom Sass” Hits the Skids
Picture this: a grocery giant thinking it’s clever to drop the phrase “What a load of shiitake” in a Daily Express ad, only to find the British advertising watchdog scratching its head and tossing it in the bin. That’s exactly what happened with Tesco Mobile and the very real backlash that followed.
Why the ASA Went From “Mushroom” to “Mushroom Ban”
- Wordplay Gone Wrong: Tesco’s attempt at zesty wordplay—“What a load of shiitake” and “They’re taking the pistachio”—likely sounded like clear‑text profanity to the ASA.
- Child‑Friendly Concerns: The agency doubled down on the ban, citing that the ads could be seen by youngsters who might not pick up the subtle pun.
- Cheesy Reboot: A digital poster’s “For F … sake” finally revealed the sneaky punchline “For fettuccine’s sake.” No one complains about a pasta allusion… or does.
- Twitter Trouble: Even Tesco’s paid Twitter bump and an extra digital bill didn’t escape scrutiny, as the same cheeky messaging leaked online.
Key Takeaway
In short, the ASA deemed the ads would “likely cause serious and widespread offence,” and demanded that Tesco stop airing them in that snarky form. It’s a classic example of how a little bit of creative flair can backfire if it walks into the wrong demographic.
What Tesco Says (or Doesn’t)
The retailer defended the campaign, saying they had regular shoppers in mind who were worried about climbing phone bills. According to Tesco, the ads were “unlikely to cause offence.” Yet the ASA’s verdict sent a clear message: creative marketing doesn’t circumvent regulatory rules.
Bottom Line
Now, Tesco Mobile is looking backwards and future‑looking, probably rethinking its tagline strategy. The lesson? Keep your pun simple, stay audience‑friendly, and maybe avoid any mushroom references when you’re talking about mobile tariffs.
