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10/14/2021

The Giant Company highlights own brands in new ad campaign

Two 30-second commercials, part of a broader integrated campaign, highlight the chain's delivery service, rewards program and private label brands.
Zachary Russell
Associate Editor
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Supermarket chain The Giant Company is touting its own brands in a new ad campaign. The two commercial spots showcase the company’s delivery service and private label products respectively, hitting on the retailer’s “For Today’s Table” slogan.

The brand’s 360-campaign spans across TV, digital and social channels and features real families and real Giant Company team members throughout. The first ad, titled “Grocery Fairy,” highlights the company’s Giant Direct delivery service, which aims to provide customers with groceries quickly. The ad shows the process of a mother ordering groceries straight to her family’s doorstep.

The second ad, “Taco Night,” showcases items from The Giant Company’s own brand collection. In the ad, a mother narrates how she earns Giant Choice Rewards points when purchasing items like salsa, sour cream, guacamole and chips for her family’s taco night.

“Understanding that many consumers’ budgets may be tighter these days, Giant Choice Rewards provides customers with personalized savings in the app on what they buy the most — such as all the fixings for a family’s weekly taco night,” said Chris Grenier, creative director at Brownstein, who collaborated with the retailer on the campaign. “There are so many connective threads between these spots — from showcasing The Giant Company’s digital solutions for customers, to highlighting real families and team members, to demonstrating the connectivity of families when they share a meal together.”

The Giant Company operates supermarkets under the Giant and Martin’s banner in Pennsylvania, Maryland, Virginia, and West Virginia. As of 2020, the company operated 190 stores, 132 pharmacies, 105 fuel stations, and 125 grocery pickup hubs.