#MyFoodBag is it authentic or just another #ad?

Last night PeadPr launched a campaign to promote MyFoodBag, a service that delivers ingredients and recipes to your door. You just have to cook and eat.

All you have to do is scroll through a ton of tweets from last night #MyFoodBag to see the commentary on what went down. Read the Stoppress article for all the details.

Some of the debate was around whether or not those celebs who tweeted about getting free MyFoodBag packs was an advert or not. And whether those tweets should carry the #ad tag to reflect that.

None of the recipients said they had been paid to tweet about it. However I disagree, they had been paid in kind, with free food, nice food too. 

 The Advertising Standards Authority says:

"If using paid-for Twitter endorsements – the hashtag #ad is required."

Those tweets are promotional 'nudge nudge, wink wink' have something for free and please tweet about it. It's boarding on being an advert when it's not disclosed but clearly bribery works, it's been staple marketing fodder for ages. 

My question is:

Is MyFoodBag for celebrities earning big bucks or normal busy families on regular incomes? If it's the later, why were the free bags sent to the celebrities instead of creating more authentic connections and touching those people the service is designed to cater for?

Justin Flitter