As private brands continue to grow in quality and status — becoming equal to or better than the national brand equivalent, as the saying goes — so is their marketing. Retailers are putting out campaigns that are equal to or better than the national brand equivalent.
To honor this notion, Store Brands wanted to shine a light on some of the top-shelf creative campaigns run by retailers in support of their own brands this year. We are introducing our first-ever Creative Campaigns recognition, aiming to be an annual honor of retailers cleverly supporting their store brand products and moving the industry forward with modern-era marketing approaches.
We put out a call for submissions and rounded up some of the most innovative marketing campaigns from retailers. The campaigns leverage all the tools that CPGs are leveraging today, rolling out fully fledged integrated campaigns, tapping into social media influencers, targeting consumers on digital, running video components, and reaching shoppers inside the store through displays and visual merchandising.
Here’s a collection of 2021 Creative Campaigns winners:
Save A Lot — “Like, A Lot A Lot”
Aiming to break out of the “sea of sameness in grocery advertising,” per the Save A Lot team, the retailer’s “Like, A Lot A Lot” campaign certainly does that and more. The cheeky integrated campaign is anchored by a music video and original song titled “Like, A Lot A Lot,” ushering in the company’s brand refresh in a very fresh way.
The 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. It features vocals artists Tamara Bubble, Leon Evans and Sarai – and can be streamed on platforms such as Spotify, Apple Music and more.
From a store brands perspective, the music video has been adapted into 15- and 6-second animated “adlets” that feature Save A Lot private brand products, that were leveraged across a variety of digital and traditional media platforms. An influencer marketing component, including notable Tik Tok and Instagram personalities, created short videos around the campaign and using the song, and outdoor media ran in two key markets: St. Louis and Tampa.
The company said Save A Lot skews older in terms of its shopper base but the campaign brought a younger energy to hometown grocery shopping. The music video garnered more than 2 million views on Facebook and Instagram, and more than 4 million on YouTube. Through 197 individual
influencer posts, Save A Lot received over 50 million paid views and 10 million organic views. Influencer Instagram and Facebook stories resulted in over 15.2 million views, and feed posts on both Instagram and Tik Tok received over 46.7 million views. Paid social ads across YouTube, Facebook and Instagram received over 6.1 million views and over 25.3 million impressions.