The wrong choice is to pretend the squeeze isn't happening and keep advertising aspirationally, while the audience watches their grocery bill soar. The other wrong choice is to lead with discounts, broadcast desperation, and erode the brand's equity in the process.
The brands in this guide did neither. Some used humour. Some built infrastructure. Some turned the discount itself into an event. All of them delivered genuine value without making anyone feel small
Here are six creative tactics from the Commerce Engine to handle a cost-of-living crisis with empathy and ingenuity.
- Reframing Value with Fun & Confidence
- Transforming Price Promotions into Experiences
- Leveraging Stunt Media & Guerrilla Tactics
- Using Partnerships to Extend Value Beyond Discounts
- Psychological & Behavioural-Based Discounts
- Community-Driven Generosity & Purpose-Led Campaigns
1. Reframing Value with Fun & Confidence
Reposition budget-conscious decisions as smart moves — not compromises.
Iceland Food Club — Iceland Foods, Ketchum, 2023
Rising grocery costs were pushing families towards loan sharks and high-interest credit to cover basics. Iceland launched an interest-free food loan scheme: loans of £25–£75, expandable to £100, with manageable £10 weekly repayments. The mechanic repositioned borrowing to eat as a dignified financial act rather than a crisis measure. 30,000 customers served. 74% reduction in loan shark usage among participants. 71% reported improved diets. Government-backed £2 million in lending capital secured. The value wasn't in a lower price — it was in a system that treated financial stress as a practical problem to solve rather than a personal failing.
IKEA's Do Try This At Home showcased diverse individuals — elderly gamers, teen musicians, martial arts enthusiasts — who pursue passions at home, enabled by affordable IKEA products, with specific price points shown throughout. 40% of people worry about finances; 52% view home as their favourite place. The campaign turned financial constraint into an invitation to do more with what you have. Barilla's Passive Cooking instructed pasta lovers to turn off the heat early and let pasta cook in residual heat — reducing energy bills without changing the meal.
