Landover, Maryland-based Giant Food has debuted its new brand campaign, “Find Your Local.” Its theme calls attention to Giant’s commitment to the communities it serves across areas of educational programs, partnerships and product offerings.
Running through the end of 2023 and featuring four vignettes from real shoppers – Marcellus, Isabelle, Diane and Courtney, the spots highlight the connections Giant forms with customers through benefits like its Healthy Living programs. Giant Food offers more than 1,000 items from 100 local vendors.
All commercials were shot locally and produced using local businesses and a workforce that was more than 85 from the DMV region.
“We are proud of the community we serve, and it is always a pleasure to work directly with our local businesses and customers,” said Kathryn Kowalzik, director of marketing, strategy and media.
“We are continuously pushing to find new opportunities to expand our reach to our community and neighbors, and these commercials highlight some of those efforts and the relationships created through them.”
Working with local D.C.-Metro area creative shop RP3 Agency, the campaign consists of TV, radio, social media, mobile, digital, in-store and out-of-home.
“Few retailers can claim to be as truly local as Giant. The chain started 86 years ago in downtown D.C. and grew to what it is today – a staple in every neighborhood. No other grocer knows the local unique tastes and traditions, as well as Giant and this campaign is a perfect reflection of that,” said Beth Johnson, RP3 founder and CEO.
Since opening its first location 86 years ago in Washington, D.C. in 1936, Giant has been an integral part of the communities and customers it serves. It has designated four main giving pillars that address local food insecurity, military support, pediatric cancer research and social equality.
For more information about Giant and the new campaign, visit giantfood.com.