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Save-On-Foods focuses on giving customers ‘extra’

The new brand platform, “Giving You Extra,” shows how providing more can have unexpected benefits for customers

Getting less for more has become a common concern among grocery shoppers during these inflationary times. That’s prompted Save-On-Foods to launch a brand platform showing how getting just a little bit extra—whether it’s extra advice, extra freshness, or extra savings—can make a big difference for shoppers.

The Western Canada grocery chain’s new “Giving You Extra” platform debuted last week, highlighted by a series of fast-paced ads showing how “extra” can sometimes have an unexpectedly positive impact on people’s lives.

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In one spot promoting its extra advice, a Save-On-Foods butcher recommends a particular cut of meat for a man who is meeting his girlfriend’s dad for the first time and wants to make a good impression. The steak is a hit, the two men to bond and the couple eventually gets married (with the butcher among the invited wedding guests).

Another spot promoting extra savings shows a mother and daughter at the checkout, where a screen shows how much money they saved on that particular trip. The spot continues with shots of subsequent trips to Save-On-Foods, and the savings from those trips being used to buy a dog.

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Save-On-Foods’ marketing director Tami Mitchell says the goal of the new brand platform is to spotlight the “industry-leading added value” it offers through programs such as “Darrell’s Deals,” “My Offers,” or sales such as the new $1.49 Day Tuesdays.

The tactics appear to be working, with Save-On-Foods recently topping B.C. Business’s annual “Most Loved Brands” list for the third time in four years (moving up from second place last year). “[W]e’re incredibly proud of that accomplishment and grateful for the appreciation our customers show us and the trust they put in our brand,” says Mitchell.

One of the company’s primary goals when it partnered with creative agency Zulu Alpha Kilo was to create advertising that would “stand out and break through,” says Mitchell.

“It’s easy to say we provide value, but demonstrating that in ways that are fun and memorable is important,” she says. “People are served up countless messages daily, and we wanted to be relevant and evoke an emotional response to the value we bring to Western Canadian shoppers.”

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