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These commercials blended grounded emotion with the absurd to get their point across. In "Cheap", we sought to destygmatize the notion of "cheap" as it relates to food- aiming to communicate that cheap is about price, not quality. In "Sad n' Lonely", we see fruit and veggies neglected due to their perceived looks. They're just not tasty enough, pretty enough, or big enough to be sold in Price Chopper.