Mainland apologises for 'tsunami' advertisement

Food manufacturer Mainland has apologised for an advertisement featuring a giant wave that appeared in a magazine after the Boxing Day tsunami.

The Advertising Standards Complaints Board received three complaints that a Kiwi Ready Roasts advert showing a couple about to eat dinner as a wave crashes over a neighbouring flat was inappropriate.

Its tagline read: "For people with not much time".

The advert had been running since August last year without complaint, Mainland told the board.

However, the advert was not suitable after the tsunami and the company moved to stop it appearing again.

"Unfortunately one placement in the Next magazine was unable to be cancelled as it had already been printed," Mainland said.

"We were very concerned that we would be offending consumers, but there was nothing that could be done."

Mainland organised a $1 cheque from each of its products sold in December to be sent to the Red Cross. Mainland said it would not use the advert again and the board's chairman ruled the complaints settled.

- NZPA