The Musings Of An Opinionated Sod [Help Me Grow!]

It was work that I adored at the time and even now, I feel is one of the best pieces of communication ever made.

EVER. MADE.

But it’s not NIKE. Or Apple. Or anything approaching ‘cultural cool’ … it’s for a supermarket.

Oh, but wait … there’s more.

Because it’s not a brand ad – though it does a ton for the brand – it’s a retail ad.

But instead of starbursts and shelf wobblers … it’s a masterclass in craft and smarts. Where the majestic charm and wry humour not only treats the audience with intelligence, but communicates price in a way you see value both in the product and the company selling it.

Regardless of the item.

Regardless of the audience ‘segment’.

Regardless of whether it’s selling food or their loyalty scheme.

It’s incredible and what’s more … it’s from the early 2000’s.

I think.

But despite being almost 20 years old, it’s still one of the best examples of a brand that knows who they are, knows who their audience is and knows the relationship they would like to have with their audience.

More than that, they know the problem they’re solving.

Not just in a general sense … but in terms of the potential barrier for each item.

In a world of wish-standard Nike knockoffs, this is an example of advertising not just communicating, but undeniably contributing to the growth, value and reputation of the company it represents.

When it wants to be – and when it’s allowed to be – this industry can be outstanding.

While we can’t control the standards other parties may demand, we can control what ours are.

Of course, in these ‘procurement-led times’ you could say ‘you get what you pay for’.

And I get that.

But watching the value and standards of what we do fall down a drain doesn’t seem a particularly good business approach.

Which is why I find myself repeating what an old boss of mine used to say to me.

“What happens next is up to us”.