Commercial: Sticking it to the grocer

Wedge Card is a lovely attempt to, through a loyalty card, persuade us to forego some of our trips to big, impersonal shops, and instead frequent our friendly neighbourhood local shops. All very worthy, and Beta is looking forward to using his in the London Review Bookshop.

And even better, Wedge isn't afraid to have a pop at the Goliaths of the retail world. For the card's positioning is:

Wedge - Every little shop helps

Go get 'em tiger!