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The Communicator Awards - 2025

Public Relations/Reputation Management

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Submission�1.24.2025

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Challenge.

Save A Lot, an American discount supermarket chain, has faced intense scrutiny in Chicago for its lack of functioning grocery stores. After receiving a grant from the City, its retail partner (Yellow Banana) faced many construction delays and challenges - pushing back the timelines and leaving neighborhoods without groceries - and reporters writing negative stories.

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Goal & Strategy.

Position the reopening of the first Save A Lot store in Chicago as a positive milestone for the brand, shifting the focus away from past negativity and making a strong impact in the media market.

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GOAL:

STRATEGY:

Implement a full-court press strategy by giving the media complete access to Save A Lot, allowing them to understand the reasons behind the delays and highlighting the positive impact of having a new, improved Save A Lot store in the community.

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  • Havas Formula put great effort into crafting the media strategy, conducting thorough audits and analysis for each outlet. We carefully assessed each reporter to effectively address their skepticism and tailor our approach.

Execution.

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  • In the weeks leading up to each reopening, we shared embargoed information to generate excitement and encourage attendance for the preview and customer opening days.

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  • We trained Save A Lot spokespeople to stay focused on the message and provided coaching to help steer conversations back to the positive narrative, often supported by detailed scenario planning.

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Spotlight Stories.

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Earned Placements

PROGRAM RESULTS.

59

82%

Positive Sentiment

of stories included at least one supporting / overarching messages

70%

54%

of stories included at least one top message

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Setting the Stage for More Positive Placements…