2. Please enjoy this limited collection of work
samples that resulted from my time at Save
Mart. An amazing team of marketing gurus
brought these campaigns to life. Thank you
Marketing Team, I’m forever grateful for
your contribution.
Kevin McCray
Save Mart Supermarkets
Former Executive Director of Marketing
3. SAVE MART COMMITS TO A FRESH APPROACH
Fresh Comes First Campaign Launch
4. FRESH COMES FIRST
Not just a new tagline, a benchmark establishing the
company’s quality standards. Fresh Comes First would go
on to serve as the company’s first fully integrated
campaign driving an identity that aligned with the values,
lifestyle appeal and standards of today’s shopper.
Clear Quality Standards
Consistent Art Direction
Credible, Genuine and Fact-based
14. FRESH APPROACH TO
CUSTOMER SERVICE
Have a recipe calling for an ingredient you can’t
pronounce? The Wayfinders know how to say it and where
to find it. Looking for a good wine to pair with that
mystery flavor? The Wayfinders can suggest some.
Introducing The Wayfinders – specially trained employees
who are there just to help you, kind of like a hotel
concierge. So look for them in store; they’re the ones with
the red aprons and the welcoming smiles.
15. HEADLINE - 28-32pt Myriad Pro Semibold (Calibri Bold)
Subhead - 28pt Myriad Pro Light (Calibri)
• Bullets - 24pt Myriad Pro Light (Calibri)
* Supporting Call-out - 20pt Myriad Pro Light (Calibri - 50% black)
20. A FRESH WAY TO GIVE BACK
Save Our Pools Charitable Giving Campaign
21. SAVE OUR POOLS
First Public/Private cause marketing partnership in
company history.
Most earned media in company history
District sales lift
Increase in positive perception
(results based on statistically significant quantitative research study)
22. POWER IN NUMBERS…
Save Mart created a unique and remarkably
effective approach to helping the City of
Sacramento prevent the closure of their city-
funded pools resulting from mandatory budget
cuts. Save Mart partnered with city officials
and used its resources (stores, media,
$500,000 monetary donation, and CPG
partners) to rally the public to donate.
Save Mart and the City of Sacramento led an
eight-week movement by encouraging the
community and business partners to donate to
keep pools open anchored by Save Mart’s
promise to match every dollar raised up to
$500,000.
23. Along with Save Mart’s
match of $500,000, the
campaign achieved the
$1 million goal and
empowered the City to
approve the opening
Sacramento pools for the
2012 Summer.
