Tesco lettuce ad challenged.(Brief article)

Sainsbury's has picked a fight with rival Tesco over the alleged freshness of the latter's produce, disputing that it delivers all its Iceberg lettuce from farm to store within 24 hours.

Sainsbury's has lodged a complaint with the ASA about a recent Tesco campaign promoting the freshness of the vegetable. The print and TV ads, created by The Red Brick Road, state: 'Tesco British Iceberg. Goes from farm to store within 24 hours.'

Doubts have been cast on Tesco's ability to stick to the time frame because, when big quantities …