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Tesco criticised by The Archers fans over new cheese advert

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By Jennifer Faull | Deputy Editor

April 28, 2013 | 1 min read

Tesco has been criticised by fans of The Archers for using its theme tune in an advert for its newly relaunched cheese range.

Listeners of the long-running Radio 4 programme took to social media to blast Tesco's 20-second advert, saying the supermarket giant had ‘destroyed’ the song.

One fan wrote: “How dare Tesco use Barwick Green to advertise its cheese? I bet it’s not even organic!”

While another said: “That’s it Tesco, you have destroyed The Archers’ theme tune by using it on one of your adverts. I will never open your door again.”

Although the BBC has rules that prohibit the use of its material, a source tole the Daily Mail: “The BBC never owned the copyright in the first place so I think it’s out of the Corporation’s remit.”

Meanwhile, a Tesco spokesman said: “We have the greatest respect for The Archers – the advert is a fromage to a popular British institution to mark the relaunch of our dairy range.”

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