We live in a world that is saturated with low price messaging. Huge sales. Massive closeouts. Rock-bottom prices. So when a retailer actually decides to lower prices on thousands of items, how do you break through all the noise to get the message noticed? You find a partner to add some credibility. That is exactly what we did for grocery store chain Pick 'n Save. We teamed up with the Guinness Book of World Records to create the world’s largest newspaper insert—big enough to actually hold all 5,000 lower prices. In the end, we turned one of the lowliest advertising mediums available into national news. And created a sale message that simply could not be ignored.