Save-On-Foods is showing how getting a bit extra can go a long way.

The “Giving You Extra” brand platform and associated 00:15 campaign spots use misdirection to reveal the unintended benefits of getting good advice and fresh produce. In one video, a couple is offered strawberries by a Save-On staffer, which they use as an aphrodisiac at home, and that leads to a baby months later. And in another, a future son-in-law curries favor with a barbecue-loving dad through a choice cut of meat.

Tami Mitchell, Save-On-Foods’ director of marketing, tells strategy it’s part of a new way of storytelling for the Pattison Food Group-owned banner, one that’s focused on the value-add.

Along with value, she says, a newer, quick-paced means of storytelling was used to emphasize freshness, a key differentiator, alongside Save-On’s top-notch customer service.

“Giving You Extra” also includes extra savings-focused stories, radio ads, promotions and other activations that showcase how customers can shop smart at Save-On-Foods. There is also OOH and in-store assets – a “produce promise” amplifying the grocer’s value positioning around freshness as well.

A difference compared with previous campaign work is the absence of longtime pitchman, company president, Darrell Jones, who Mitchell says will still be part of messaging in the future, but more for promotional and value event purposes.

In keeping with the brand’s tradition, however, each campaign video does still feature an actual Save-On-Foods team member portraying themselves, storytelling that’s meant to be relatable to young families, the grocer’s core target.

The work was developed with agency partner Zulu Alpha Kilo Vancouver, with whom Save-On-Foods started working in 2022.

“Giving You Extra” was produced jointly by Zulu Alpha Kilo, Boldly, Zulubot and Wave Productions, along with media partners OMD and Noise Digital.

The media focus was high reach frequency, Mitchell explains, with variation in the messaging too.

With 176 stores from B.C. to Manitoba, Save-On-Foods is one of Western Canada’s largest employers. In March, the grocer unveiled its latest location, a 20,500 square foot store in Richmond, BC.