Giant Food Stores LLC, based in Carlisle, Pennsylvania, has completed the final ad spot of its “Here’s the Deal” campaign. The television and digital series, developed by Brownstein Group (BG), emphasizes the stories of everyday customers and serves as a reminder of grocery and fuel savings that Giant provides.
“Giant recognizes that price is one of the biggest drivers of customer choice but that the needs and wants of different family members are crucial as well,” said Matt Simon, VP and CMO. “With the new ad campaign, BG helped us capture those moments where customer choices become more personal, relatable, and necessary.”
“Here’s the Deal” is a series of ads centered on consumer-to-consumer messaging consisting of three television and digital spots where different mothers deliver targeted messaging to viewers amidst the throngs of family life.
For the final spot, “Road Trip,” the message is clear: not having to worry about the expense of food and gas can go a long way towards making the trip a memorable experience.
“When it came to developing a tone for the campaign, we opted for the frank and plain-speaking,” said Gary Greenberg, VP and executive creative director at BG. “Groceries can be expensive, kids can be demanding and road trips can be logistical nightmares. Giant, with affordable prices and a wealth of options, can help. The simple but thoughtful messaging reflects an intuition derived from a strong, local partnership between Giant and Brownstein Group.”
As its advertising agency of record, BG provides Giant with creative branding and strategic services across a range of media, from TV and digital to radio and print.
Founded in 1923, Giant serves customers in Pennsylvania, Maryland, Virginia and West Virginia through its 180 stores, 132 pharmacies, 102 fuel stations and its online grocery ordering and delivery services. The company employs more than 30,000 associates and is a company of Ahold Delhaize USA.