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Germany's discounters are fighting an unusually public marketing war — over apps, freshness and price credibility. Beneath the theatrics is the clearest masterclass going in how to market value without looking cheap.

Attack ads, side-by-side price claims, cheeky call-outs — comparative advertising is one of marketing's sharpest tools and one of its most dangerous. Here's the framework for using it well.

Kaufland's new price campaign, fronted by TV presenter Laura Wontorra, takes direct aim at Aldi, Penny and the discounters. It's a textbook example of comparative advertising — and a risky one.