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The Detroit Free Press reports that discounter Aldi announced this week that it is "rewinding prices" for Thanksgiving in the US, rolling them back to 2019 levels as customers deal with significant food inflation.

"Foods included during this price drop include appetizers, desserts, and beverages. Brie cheese, prosciutto, cornbread stuffing, wines, fresh brown-and-serve rolls, macarons, and apple pie are just a few of the foods that may be discounted," the Free Press writes.

KC's View:

A clear, concise message - Aldi is making the case that it is an agent for the customer, and while Thanksgiving dinner may be the short term subject, the message is designed to be longer term.

Percentages don't even matter in this case.  The words "2019 prices" are enormously evocative.

Retailers not making the case that they are doing their level best - and explaining how and why - to give their shoppers affordable, value-centric options are guilty of a kind of retailing malpractice.

I actually don't even think this is hard.  Just requiring message discipline and a clear mindset.