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Challenge:
By 2018, Save A Lot’s perception was at an all-time low. Even though they’d worked for years to improve their overall value proposition, people still saw them as the low-price-low-quality store. We needed to help them play to their strengths and flip their perception in an era of new leadership and change.
Insight:
As Americans seek to better the lives of their families and their communities, one of the most overlooked sources of pride is right at the dinner table. People seek empowerment in the simplest of places, and a partner to help improve their communities, one plate at a time.
Solution:
To show neighborhoods the support they need, we developed a new brand positioning for Save A Lot that was both a promise and a challenge to do better. To launch the “Every Day, Every Way” brand, we built a neighborhood-centric campaign that celebrated local flavors and championed the true meaning of “local.” This lead to us not only building a new brand voice, but redefining the entire identity and experience of Save A Lot stores.
Identity Redesign
In-Store Application
Brand Guidelines
