SAVE-A-LOT: pitching and winning the nation's 5th largest grocery store chain, and beating the heavily favored Arnold Worldwide, by repositioning the Save-A-Lot brand and convincing people that they could save up to 40% on their groceries. RESULTS: testing #1 out of 14,000 commercials in "day-after recall", Save-A-Lot crashed through the clutter; and store sales soared to record heights in just 3 weeks