Discount grocer Save A Lot, which has around 750 stores across 32 U.S. states, took this approach in the summer of 2022 with a handful of 15-second spots comparing its various private label items with their well-known national counterparts.

“We’re inviting shoppers to try our private label products for their next barbecue,” Tim Schroder, Save A Lot’s former chief sales and marketing officer, said in a statement at the time. “We think they’ll find they’re just as good or better than their national brand equivalents, but they’ll spend a lot less.”