Ryanair Pizza Comparison Print Ad

This ad by Ryanair is genius-level simple. It shows a $19.99 pizza next to a $19.99 flight from London to Pisa. Same price, wildly different value.

The Marketing Magic

The visual comparison makes you instantly feel how cheap a Ryanair flight is—without saying “cheap.” It uses humor and surprise to grab attention, and the contrast does all the talking.

Why It Works

• Uses a relatable price anchor (everyone knows what pizza costs).
• Visual storytelling makes the message obvious in 2 seconds.
• Humor builds likability, even for a budget brand.
• Value framing: “You could have dinner… or you could have Italy.”

Examples

• Apple compared laptops to “what’s in your bag” in early iPad ads.
• Dollar Shave Club: “Our blades are f***ing great.” Instant price humor.
• Southwest Airlines: “Bags fly free.” Simple, emotional value point.