Silo purchased 19 stores in the Los Angeles area from the Federated Group in 1989. Prior to opening its first store, the company launched a highly visible but deliberately ambiguous "teaser" ad campaign, "The Silos are coming", arousing much curiosity, and even fear of the upcoming date. The campaign, created by Saatchi & Saatchi Creative Director Jay Montgomery, featured quasi man-on-the-street speculation about the "19 Silo sites proposed for the Southland". The campaign generated over 10,000 phone calls the first week. Callers were sent coupons and a t-shirt reading, "I feel better with a Silo nearby". The effort was so successful, Silo had to increase its sales projections twice during the soft opening. Feinberg personally called about 180 people who were legitimately upset by the ruse. Along with his apology, a $500 gift certificate was sent to each.