Save A Lot celebrates redesign in music video
Since July, Save A Lot has embarked on a modernization effort, redesigning and remodeling stores, with a goal to have all of its stores done by 2024. The St. Louis-based discount chain is looking to reach new shoppers, with a strong regional focus at each location, and a brighter, easier-to-shop footprint.
As part of promoting the feel of the chain, Save A Lot introduced a fun music video that highlights the new look of the store and its store brand product. It also prominently pushes forward the chain’s new logo, affectionately called the “Lot Dot.”
The song for the campaign is called “Like, A Lot A Lot,” accompanied by a music video directed by Drew Kirsch, who won an MTV “Video of the Year” award for Taylor Swift’s “You Need to Calm Down” music video. The song features vocals by three artists – Tamara Bubble, Leon Evans and Sarai.
The song itself will be streaming on Spotify, Apple Music and other platforms, can be watched on YouTube, and the video will be promoted over social channels and in 30-second TV spots.
The song has also been adapted into 15- and 6-second animated "adlets," featuring Save A Lot private brand products, that will run across a variety of platforms.
The video is part of a multi-tiered marketing and branding campaign with The VIA Agency, aimed at bringing the Lot Dot to life.
"It all started when we took a closer look at the little red dot in our logo. Over the last year, our focus has been on our long-term growth and becoming a brand of choice for our customers, including providing them with an enhanced hometown shopping experience,” said Tim Schroder, Senior Vice President of Marketing at Save A Lot. “This new campaign further builds on our current efforts of modernizing our stores and breaking out of the sea of sameness that's taken over the industry as of late. I am extremely proud of the campaign that our team created in partnership with VIA as we continue to redefine our brand, and I am looking forward to seeing the customer response — and dance moves — to our fun, catchy song and music video."
The two-minute song written by Lauren Rodrigue at VIA creatively brings the hometown shopping experience of Save A Lot to life with hip-hop, rap and pop stylings. Set and shot in a Save A Lot in St. Louis, the "Like, A Lot A Lot" music video, directed and produced by Kirsch, brings an energetic, colorful aesthetic to the aisles, complete with a neighborhood marching band, shoppers dancing throughout the store and both Bubble and Evans performing.
"There are many places to buy groceries — even gas stations and pharmacies — with 'low prices' and 'hot deals' not being anything new. The first thing we had to do was to stop acting like a grocery store," said Teddy Stoecklein, creative director, VIA. "The team at Save A Lot was incredible to work with, putting a lot of faith in the creative process and it shows. This new brand image we believe really captures the updated look and feel Save A Lot was looking for as part of its refresh. Our collaboration was kind of — magical."