Founder and Head of Growth, White Label Comedy
Why we love it:
The execution here isn’t 100% (our joke writers would have a thing or three to say about the flagrant disregard for comedic rhythm). However, in this comparison gag, Iceland manages to poke fun at rival supermarkets and those who shop at them in a brand-safe way.
In doing so, they not only position themselves as the go – to supermarket for shoppers who want to “keep it real” (not to mention save money versus buying a “grazing board”); they also trigger the Share and Declare effect, with commenters happy to have an opportunity to identify themselves as members of the Iceland Mums in – group.
(Quick note for those outside the UK: the emphasis on “mums” in the post is a reference to Iceland’s slogan, “That’s why mums go to Iceland.” But we agree, it’s not very 2023…)
What you can learn from it:
Whatever your niche, we guarantee there are multiple out – groups to your audience’s in-group. (For example, are your audience connoisseurs of fine coffee? Out-groups would include tea drinkers, and coffee drinkers who are happy with instant.)
Brands Against Mundanity Monthly templates guide you through the process of crafting jokes that poke fun at outgroup behaviour, even if you’re not a household name with rival brands that you can namecheck in your content.
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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