The South African Advertising Regulatory Board has ruled that Checkers Sixty60’s grocery delivery advertisement is misleading, particularly its claim of “anywhere delivery.”
The complaint, filed under Clause 4.2.1 of Section II of the Code, challenged the ad for potentially exaggerating the service’s reach.
In the advertisement, people are seen relaxing on a floating house while groceries are delivered via helicopter. On screen, phrases such as “Summer, delivered. Anywhere” and “Somewhere on West Coast” appear.
The complainant, a resident of St Helena Bay, said that Checkers Sixty60 did not deliver to their home and that helicopter delivery is not an actual service option.
While Checkers Sixty60 is not a member of the ARB and therefore not legally bound by its rulings, the board addressed the matter for transparency.
The company defended the advertisement, stating it was part of its “Summer Delivered” campaign and used creative licence, nostalgia, and visual exaggeration.
Checkers Sixty60 emphasised that the helicopter delivery and ocean setting were metaphorical devices intended to convey a playful and aspirational tone, not a literal guarantee of service coverage.
The ARB concluded that the advertisement violated the Code due to misleading implications about delivery reach.
While the ruling is not enforceable against non-members, it signals that the ad may face restrictions on media platforms that follow ARB guidelines and sets a precedent for how similar claims may be evaluated in future campaigns.
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