​Hip Hop and a mainstream discount grocery store chain don't seem to go together, but we went ahead and did it. Because to rebrand Save a Lot and take it from the bottom of the consideration set to the top, we had to have their grocery store not act like a grocery store.To get people to take notice, we created a legitimate hiphop song with artist, Tamara, and a music video directed by Andrew Kirsch, best known for his Taylor Swift videos. The result was an original song with an ear worm of a lyric, baked in the premise that at Save A Lot, you save a lot. Like, a lot a lot. The song had over 4 million views on YouTube, and organic social posts had over 283K views. The song even became a Karaoke number. ​