The Price TV campaign has always focus on presenting the savings tools (weekly ad, BOGOs and coupons) to the customer through the voice of it’s associates. After a while the tone needed to be changed, so the strategy of letting the customer be the center point and knowledgable of these tools came into action. In here the customer is active already in the aspect of saving big, but we clearly present these tools as the mechanisms in which customers become savvy shoppers. Thus, giving a bit of freedom to also through a bit of a smile into the mix.