Dive Brief:
- Save A Lot has launched an advertising campaign to draw attention to its fresh meat selection and further spotlight its focus on value, the discount grocery chain announced Wednesday.
- The promotional strategy is built around a video spot that points to the fact that Save A Lot workers cut meat in-store, which the company says many shoppers do not realize.
- The grocer is focusing on fresh meat as a differentiator against a backdrop of rising consumer prices for animal-based proteins.
Dive Insight:
Save A Lot characterized its new marketing campaign as an effort to stand out with shoppers by linking its fresh meat offerings with its emphasis on low prices.
The company indicated that it is particularly interested in highlighting the fact that store employees handle meat in-house. Meat cutters in Save A Lot stores prepare certain beef and pork products every day, according to the grocer.
“This campaign is designed to drive better visibility to how we offer outstanding value to customers,” Vice President of Marketing Katie Kobus said in a statement. “Since our stores don’t typically have meat counters, customers don’t often know that their meat is cut fresh in-house, which allows us to deliver freshness, convenience and value all in one place.”
In 2024, Save A Lot unveiled a banner that features a full-service circular meat counter in the center of the store. The first location under the format, which caters to Hispanic shoppers, is in Aurora, Colorado.
Save A Lot’s meat-focused marketing campaign is rolling out as animal products continue to play a prominent role in driving grocery prices up. Food-at-home inflation increased at an annual rate of almost 3% in April — the quickest pace in nearly three years — with meat prices rising at an especially rapid clip. For example, prices for uncooked beef roasts were up almost 18%, and shoppers paid over 14% more for uncooked ground beef than they did a year ago.
