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.
