Save A Lot redefines its name — and value — with an earworm-centered campaign

How the grocery cut through the “value” clutter by illustrating what, exactly, “A Lot” means

Published On
Apr 25, 2023

Description

Save A Lot is a value grocery chain offering high-quality products at low prices, but in a world of savings and value, it had to stand for something more. With the launch of the “Like, A Lot A Lot” campaign, the brand took  on a high-energy, neighborly vibe, where saving money is just one of the bounty of benefits shoppers can unlock by being part of the Save A Lot community.

Building off Save A Lot’s community-minded business model, VIA created a new positioning for the brand, elevating it to “favorite neighbor” status and breathing new life into the brand’s name and ethos. Out of that positioning came “Like, a lot a lot,” a new tagline that uses vernacular to reinforce the brand’s friendly, all-in-on-its-hometowns personality. But an everyday grocery store campaign wasn’t enough to deliver on the new positioning and line, so VIA broke through the category by writing a bespoke  song inspired by hip-hop that illustrates just how much “a lot” Save A Lot has to offer.

Credits

Date
Apr 25, 2023
Agency :
The VIA Agency
Client :
Save A Lot
CEO :
Leeann Leahy
CCO :
Bobby Hershfield
Lead Creative Copy :
Lauren Rodrigue
Lead Creative :
Teddy Stoecklein
Creative Art :
Creative Copy :
Stephen Davis
Executive Producer :
Gray Hirshfield
Director Integrated Production :
Christopher McLallen
Strategy Lead :
Craig Douglas
Planning Lead :
Nick LaManna
Planning Director :
Scott MacLeod
Project Manager :
Amy Waterman

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