Back in the 1950s, The Italian food company Motta launched a new type of advertisement, in an effort to affirm the quality of their products. With Motta’s Panettone cakes came a sort of ‘identity card’ attesting to “the genuineness and authenticity of the ingredients used and the consistency of the product, which is controlled during each step of the production”. Furthermore, the ‘identity card’ listed the average composition of the lot and all the ingredients used.
This tool was also used to carry out studies and research or, as it was called back then, a "national survey" on the consumption of sweet foods. As a reward for participating in the survey, prizes totaling up to several tens of millions of Liras were awarded randomly among the participants (for the 7th survey the total came up to 100 million Liras).
For this campaign, competitor Alemagna accused Motta of false advertising by claiming that the identity card that came with the latter’s products attested to their composition, not to their goodness and therefore the claim was untrue.*
*From La pubblicità comparativa, published by Maggioli, page 40, footnote 9.