Aldi and Lidl are not only winning the battle of the supermarkets right now. They're also winning the advertising wars.
Both retailers are producing creative work that is head and shoulders above anything else in the category. This latest example of a brilliant take-down of Morrisons new loyalty scheme by Lidl being a case in point.
It's so refreshing to see such comparative advertising being done with intelligence and charm. And it ably demonstrates you can do value messaging in a way that isn't cheap and tacky.
If the meteoric rise of Aldi and Lidl continues then Tesco will need to plug more than just a £250m black hole...
Interesting times in the world of retail.