As we celebrated Thanksgiving yesterday, a Wild Turkey had a pricing reminder for us to gobble up.

People scrambling to buy turkey this week had pricing choices from $0.59 per lb all the way to $4.99 per lb – almost 10 times more!

While most brands advertised the most cost-effective Thanksgiving dinner possible, this old ad from Wild Turkey (a Kentucky bourbon brand that has nothing to do with the bird) was a refreshing throwback.

There will always be cheaper and smaller offerings, as shown in the image below. Wild Turkey embraced that reality instead of hiding from it. 

While most expensive brands stay away from cost-benefit analysis, Wild Turkey went all-in and explained that there are cheaper options with one chilling truth.

You get what you pay for.