Price-anchoring offer

The pattern

This commercial ad is filed under Price-anchoring offer.

Define

A higher reference number is shown first so the real price reads as a concession, not as a starting bid.

Mechanism

People judge a price against the first number they see. The anchor must be a real comparison or it collapses.

Verdict

We have a credible reference the buyer will accept

Why it works

The old 24 sits small and struck through in a yellow tag on the rim of a large red 15, so the eye does the subtraction before it reads a word. The footer names three exact days, 22, 23 and 24 September, which turns National Day into a short window rather than a vague season. The عزّنا بطبعنا lockup and the green patterned cloth under the tray tie the price to the day without adding any copy.

The big idea

A National Day meal price you read in one glance: Chicken Mac for 15, with the old 24 struck through beside it, for three days only.

The offer

Chicken Mac meal with fries and a Coca-Cola Zero for 15 SAR instead of 24. Valid on 22, 23 and 24 September.

The proof

The struck-through 24 beside the new 15.

Lines from the ad

عرض اليوم الوطني

National Day offer

وجبة تشيكن ماك

Chicken Mac meal

يسري العرض خلال 22، 23 و 24 سبتمبر

Offer valid on 22, 23 and 24 September

Steal this when

Use it when one bundled meal price is the whole offer, the old price is real, and the window is a few named days.