JOANNE WATKINSON

PRE-LOVED IS SECOND HAND NOT SECOND BEST

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Whoever is doing PR for Aldi and Specsavers are at the top of their game. Remember when both of these brands were considered to be rather less than cool?

But the marketing geniuses have harnessed that image as part of the appeal. Aldi took on Marks & Spencer with its version of Colin the Caterpillar cake, Cuthbert, prompting legal action from M&S and sending its customer reach to more than 100 million. Specsavers also decided that silly was the best way to the customers' hearts and poked lighthearted fun at poor eyesight, while its recent, "I don't go to Specsavers," campaign, which highlighted its home visits service, sent profits soaring.