Save-A-Lot launches road trip marketing campaign
ST. LOUIS — Save-A-Lot, a hard-discount, limited-assortment grocery chain and a wholly owned subsidiary of Supervalu, kicked off its 2012 Fuel Your Family Road Trip in Orlando to raise awareness of Save-A-Lot stores as the go-to destination for affordable food.
Hitting the road for the 18-city, 30-day, 2,000-mile journey will be two Save-A-Lot brand ambassadors, Molly Stankovsky and Alex Frecon, both of Minneapolis, who won a national competition to serve as this year’s Fuel Your Family “Road Scholars.” They will travel through Florida, Georgia, South Carolina, North Carolina, Virginia, Washington D.C., Maryland, Pennsylvania and New York in a 2012 Subaru Outback to bring the brand to consumers as the summer road trip season winds down and the new school year gets underway.
Along the route, the Road Scholars will attend community events, conduct random acts of kindness, host customer appreciation events at Save-A-Lot stores, visit local Boys & Girls Clubs, and share recipes and tips for quick, easy and affordable meals. In addition, they will present donations from Save-A-Lot totaling $33,500 to local Feeding America affiliates, which will provide 268,000 meals to families in need. Save-A-Lot also will donate nearly 164,000 school supplies to benefit more than 18,000 students in Miami, Atlanta and Washington, D.C., and will donate $2,500 to the Juvenile Diabetes Research Foundation in Charlotte, N.C.