Ground Score

Imagine coming home from work to find a bag of free groceries waiting on your doorstep. That’s what 1000 households in Opelousas, La. found when Save-a-Lot supermarket ran a promotion in their city.
According to Ad Age, Mark Kotcher, director of brand marketing and design for Save-a-Lot said the company wanted to do something different to reach out to the community.

“We’re always looking for new ways to break through,” Mr. Kotcher said. “A lot of grocery advertising today is people saying ‘Our prices are the lowest, our prices are the lowest.’ Well, we believe in proof points and what better way than to take it right to [the customer’s] front door?”
“A lot of grocery companies do sampling, but it’s in-store. What’s easier than coming home to a bagful of groceries?”

I dont’ know that I’ve heard the term “proof points” before, but no matter. I’m reminded that a great ad can get people’s attention, but a great promotion gets more than people’s attention, it also gets them in the door. From there, product, service, price (and all the things that go into creating the brand experience) must seal the deal.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.