New government rules limiting how products high in fat, salt and sugar are advertised have been received with little warmth across the industry, with Asda and Aldi urging ministers to abandon them and Lidl and Iceland among the first retailers to fall foul of them with their ads. For Chuck Studios’ director – food and people, Olaf van Gerwen, it’s just one of the reasons that brands and retailers should be revisiting their product advertising and make it a foundation for more effective storytelling.