Tesco’s refreshingly honest ad copy

Love this ad so much. Imagine the meeting to pitch this idea. "Hey, we're going to tell everyone that our product is cheap and comes in an ugly can..." But it's so good precisely because it shows a proper understanding of their customers and how they talk about their products. Nailed it.

Not every product has to be premium or carefully sourced or single origin. And we absolutely love that Tesco have just gone "they're cheap but they get the job done on toast." And to do that without the implication that the beans are naff? Nice. It's a great example of matching your copy's energy to the actual stakes of the purchase. When a brand speaks about a 10p tin of beans with the same reverence as a luxury product, something feels off. When they address the elephant in the room, we trust them more. (This is called two-sided messaging.) Which begs the question: is there anywhere in your copy that you could be disarmingly honest with your customers? Is there anywhere your copy maybe doesn't quite line up with the experience of your product? Anyway to turn that to your advantage?