Founder and Head of Growth, White Label Comedy
Why we love it:
There’s a longstanding feud between Aldi and M&S – largely due to Aldi’s habit of ‘borrowing’ other brands’ trademarked product ideas. But here, the tables have turned and Aldi is pulling no punches with a comedy roast-type response. (They probably won’t actually sue, but that engagement is worth its weight in gold.)
What you can learn from it:
Notice how Aldi’s joke is succinct – yet includes just enough contextual information that even someone who wasn’t previously aware that M&S had sued them over a gin can ‘get’ the joke. Edit your jokes to strike a balance between providing enough context for a clear setup, without making it so obvious that you lose the element of surprise.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
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