The Giant Co., based in Carlisle, Pennsylvania, is bringing its purpose of connecting families for a better future to life with a new TV advertising campaign. The spot features an original poem, “What Life Should Be,” written by Pat A. Fleming, recited by current and retired Giant Co. team members alongside examples of how the company is creating a brighter future for the next generation.
“Families are the bedrock of our society and at The Giant Co., we feel it is our responsibility to raise families up every way we can. If families are strong, our communities are strong, and if communities are strong, our world is strong and that adds up to a better future for everyone,” said Matt Simon, chief marketing officer for The Giant Co. “Our new spot brings our purpose to life by showing how we’re working toward a better tomorrow for the families we serve and celebrates our family of team members and the many ways they are making a lasting impact in their communities.”
Starring in the TV campaign spot are Deli Manager Lovelita Jacoby, a team member since 2009 who works at the Dillsburg, Pennsylvania, Giant; Checkout Coach Trey Johnson, team member since 2016 at the York, Pennsylvania Giant on East Market Street; and Scott Tegethoff, who recently retired from the company after 19 years, serving most recently as VP of distribution operations. All were selected because they embody the company’s purpose in all they do, inside their stores and out in their local community.
Now running, the TV campaign includes a 30-second spot for Giant as well as a version for its Martin’s banner and also will include digital and social elements.
The creative treatment and production was handled by Brownstein Group, advertising agency of record for The Giant Co.
Inspired by The Giant Co.’s authentic and personal approach to connecting families for a better future, Brownstein Group developed a creative treatment that shows all the ways the company gives back to the communities it serves. Underscoring the company’s philanthropic focus on eliminating hunger, healing the planet and changing children’s lives, the spot incorporates footage from community partners including Children’s Hospital of Philadelphia and Philabundance.
“The spot speaks to our shared experiences and how The Giant Co. is a partner to its communities and the families it serves,” said Marc Brownstein, president and CEO of Brownstein Group. “Our latest work together creatively expresses these values and reveals the deeper purpose The Giant Co. finds within its team members and customers.”
The company also has just introduced a reusable bag campaign. See story, here.