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Save A Lot, one of the largest discount grocery chains in the United States, today announced a new, breakthrough creative campaign "Like, A Lot A Lot"that brings to life the fun and … read morevalue-driven focus of the brand in energetic and unexpected ways unique to the grocery space. From an extensive brand refresh, where Save A Lot is modernizing the look and feel of its stores, to the creation of an original, buzzworthy song and accompanying music video that will have customers singing and dancing in the grocery aisles, the new campaign is geared towards broadening Save A Lot’s audience reach and appeal while continuing to highlight all of the savings, fun and “yum” shoppers have come to expect from the hometown grocer. To bring this vision to life, the discount grocery chain partnered with film director Drew Kirsch, winner of the MTV VMA “Video of the Year” award for “You Need to Calm Down” by Taylor Swift, tapping into his expertise to create a one-of-a-kind music video that is destined to be played on repeat – like, a lot a lot of times. The song itself features vocals by three up and coming singers and hip-hop artists – Tamara Bubble, Leon Evans and Sarai. As part of the Company’s focus to modernize the brand and deepen its relationships with customers, Save A Lot tapped VIA to develop a multi-tiered marketing and branding campaign and expansive advertising strategy. The campaign brings the “Lot Dot” to life, the dot prominently featured in Save A Lot’s current logo, by giving it a personality in a variety of national print and digital advertisements. The “Lot Dot” also serves as the inspiration behind the brand’s new song and music video, titled “Like, A Lot A Lot,” which can be screened on YouTube and in 30-second TV spots, as well as streamed on music streaming platforms such as Spotify, Apple Music and more. The song has also been adapted into 15- and 6-second animated “adlets,” featuring Save A Lot private brand products, that can be leveraged across a variety of platforms.
read less...Client: Save A Lot
Senior Vice President, Marketing: Tim Schroeder
Director of PR & Community Engagement: Sarah Griffin
Director of Activation & Media, Katie Kobus
Creative Project Manager, Debbie Kipp
Agency
Strategy Lead: Craig Douglas
Director, Planning: Scott MacLeod
Planning Lead: Nick LaManna
Planner: Kotch Mnopi
Project Management Lead: Amy Waterman
Music House: Store Front
Composer: Marina Sneider
Arranger: Erick Lee
Executive Producer: Kirsten Messier
Partner(s) at Storefront Music Productions: Jonathan "Scrapper" Sneider + Adam Cohen
Dot Spot animation Company: Mr. Wonderful
EP: Damien Henderson
Producer: Keeley Ibrahim
Creative Director: Gary Keenan
Editorial: PS 260
Editor: JJ Lask
EP: Laura Patterson
Producer: Adam Parker
Assistant Editor Laura Murphy
VFX: Chris Memoli
VFX Producer. Natalie Raffaelle
Audio Mixer: Nicole Pettigrew
Vocalists
Tamara Bubbles
Leon Evans
Sarai
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