Fans of The Archers have criticised Tesco for using its famous theme tune to advertise its cheese range.
BBC listeners swamped social media sites with comments denouncing the ITV advert. One said the tune, called Barwick Green, had been ‘destroyed’.
The 20-second Tesco clip features close-ups of a variety of cheeses with the theme tune playing in the background. The Tesco clip features close-ups of a variety of cheeses with the theme tune playing in the background. But disgusted fan Gill Austin wrote: ‘How dare Tesco use Barwick Green to advertise its cheese? I bet it’s not even organic!’ Another follower of the world’s longest-running radio soap said: ‘That’s it Tesco, you have destroyed The Archers’ theme tune by using it on one of your adverts. I will never open your door again.’ More...Stilton's boost in cheese war: Village aims to win back right to make famous blue that bears its name.
The BBC has strict rules to prohibit any exploitation of its material.
However, a source said: ‘The BBC never owned the copyright in the first place so I think it’s out of the Corporation’s remit.’ Fans of the show, which once featured the Duchess of Cornwall, say the advert has 'destroyed' the tune. A Tesco spokesman said: ‘We have the greatest respect for The Archers – the advert is a fromage to a popular British institution to mark the relaunch of our dairy range.’
The fury about the advert, which features blue cheese, comes after sales of Blue Stilton have plummeted among younger age groups. Most people who buy the traditional delicacy are approaching middle age, the latest research shows. Industry experts say that the number of people under 45 buying Blue Stilton has dropped by 18 per cent in the last two years alone. Consumption by those under 30 has slumped by 23 per cent and few people under 25 would consider buying it regularly.
But cheese experts are warning that if the trend continues it could mean that Blue Stilton, which has been in production in the UK for almost 300 years, would only be available overseas.
Tecso Cheese vs The Archers furore!
Tecso Cheese vs The Archers furore!
“If you trust in yourself, and believe in your dreams, and follow your star. . . you'll still get beaten by people who spent their time working hard and learning things and weren't so lazy.”
Re: Tecso Cheese vs The Archers furore!
I don't understand the complaining....
I can't think of a more appropriate product to advertise using that show's theme....
I can't think of a more appropriate product to advertise using that show's theme....
