After losing significant market share, Go Kompare have hit back at their major rivals, Kompare the Market, by poaching the prized meerkats away from them.
"It cost quite a significant sum," said Go Kompare CEO, Gok Ompare. "However, we believe that we now have the advertising team that will propel us back to the number one in the comparison of stuff websites list. Somebody did tell me what it was we compared, but I've forgotten."
Gio Compare, the irritating Welsh Tenor is now learning the lines "Kompare the Market" for he has been snapped up by Go Kompare's rival, in a kind of advertising swap coup.
Alexandar the meerkat is currently unsure how his famous slogan will work when working for Go Kompare.
"It's not simples," he said. "I'm confuse ed. First I compare meerkats now I go compare meerkats, what? I don't know."
Gio Compare, is having similar problems.
"Kompare the Market just doesn't scan," he complained. "And they want me to say 'simples' while twiddling ma moustache! Don't they know it's not real?"
That said, the market has responded well to the news of the character switch of the two web sites, with shares soaring [You're pic is upside down - ed].
"It's the best news in ages," said industry analcyst Anne Liszt. "Maybe the whole thing will collapse in an explosion of self doubt and loathing, and I can get through the day without that infernal tune going round my head, or somebody saying 'simples' at me. It's not as good as the news could be, when I read the headline 'Go Kompare Poaches Meerkats', I'd hope that fat git had boiled the rats and eaten them."