A chorus of singing Blues Brother-type nuns praising Brumby's bread
will be allowed to stay on television after industry regulator the
Advertising Standards Bureau dismissed a complaint by a real-life
Sister Marcia McMahon, from the Missionary Sisters of Service in
Victoria, had complained to the ASB that the recently launched "Give
us this day our daily bread" commercial was offensive.
But the ASB today informed Brumby's that its investigation of the
complaint had concluded the commercial had not breached advertising
Michael Sherlock, managing director of the bakery franchise operator,
welcomed the ASB decision saying the complaint was an over-reaction.
"This campaign was inspired by The Blues Brothers movie and
it's a fun campaign to promote Brumby's bread and other products,''
said Mr Sherlock.
"While Brumby's has received a few written and verbal complaints
about the commercial, there has been an overwhelmingly positive
response to it in the community.
"In fact, after the complaint was made, Brumby's conducted
its own market research and that found there was strong public support
for the commercial.''