Price Isn’t the Point

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Aldi – “Price Isn’t the Point” (2025 Global Brand Campaign)

Aldi’s “Price Isn’t the Point” takes a sharp turn from traditional discount advertising. The ad shows everyday moments where price fades into the background: a parent cooking the same meal their family asks for every week, friends splitting groceries without counting cents, someone choosing the familiar product without checking the label. Only near the end does Aldi appear, with one line: “Low price is just the beginning.”

Key marketing lessons
• Reframe your biggest stereotype: Aldi doesn’t deny being cheap. It shows that affordability enables comfort, routine and trust.
• Sell outcomes, not savings: The campaign focuses on what low prices make possible, not the numbers themselves.
• Confidence through understatement: No price tags, no comparisons, no shouting. That restraint signals maturity.
• Normalise loyalty through habit: By highlighting repeat behaviour, Aldi positions itself as a default, not a compromise.
• Emotional branding in a rational category: Even price-led brands can build meaning when they focus on real life, not promotions.

A reminder that when a brand outgrows its category label, it earns the freedom to tell a deeper story.

Latest Trends and News

Google Introduces AI Creative Diagnostics
Google Ads is testing diagnostics that explain why a creative is underperforming, pointing to issues like weak hooks or poor message match. It shifts optimisation from guesswork to clearer, actionable feedback.

Meta Expands Checkout on Instagram
Meta is reopening native checkout on Instagram for more brands after earlier pullbacks. The focus is on frictionless purchases inside Reels and Shops, aiming to keep users from dropping to external sites.

Tesco Scales Retail Media Off-Site
Tesco is expanding its retail media offering beyond its own platforms, allowing brands to use Tesco shopper data across external publishers. This turns grocery data into a full-funnel media asset, not just in-store promotion.

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Weekly Tip

Write for Understanding, Not Impression

Trying to sound impressive often sacrifices clarity. Aim to be understood first.

• Use simple language even for complex ideas
• Remove jargon unless it truly adds value
• Focus on explaining, not showcasing expertise

Understanding builds trust faster than sounding smart ever will.

Weekly Challenge

Format Detox

This week, step away from your comfort zone:

• Identify the format you use the most (reels, carousels, quotes, threads)
• Do not use it at all this week
• Publish three posts using formats you usually avoid
• Keep the topic consistent so only the format changes
• Compare engagement quality, not just reach

Breaking habits often reveals untapped formats your audience actually prefers.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.