Checkers "Value" sign shows no Value

Checkers signage on items where prices was increased with sign that looks exactly same as their special sign showing words "Value" instead of "Save" on items where the prices is far far higher than you could buy them on less than a month ago As example Checkers in house milk is now at shop closests to us has sign st top of fridge in red showing milk 2L with red sign that looks exactly same as the special sign except it read Value instead of Save and it now shows the special price of R36.99 Instead of the same milk with similar sign that said Save a few weeks ago showing R29.99

Yes this is legal but I feel this is trying to mentally fool your clients into thinking that it is on special even through it is actually a highly increased price

Because you have done this I have decided that for the next month I will not use the shop doing the misleading advertising to go buy milk And on average I go buy milk every 3 or 4 days with many many other things

So your Value sign have cost the shop in excess of R2000+ in item sales this month alone from myself I have to wonder how many other clients feels the same

By the way if you had increased the price and just left it Or if you had put up a sign that looks completely different from your "Save" sign saying that then I would have had no issue with what you did

But making the sign look so similar to your sign showing items on special is why I feel your actions is underhanded

That for insuring that we cannot trust your advertising anymore and need to check everything