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Ahold’s Giants get new promo campaigns under way

The Giant Company debuts latest “For Today’s Table” TV spots, Giant Food launches free-groceries-for-a-year sweepstakes

Russell Redman

October 15, 2021

4 Min Read
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The Giant Company's 'For Today's Table' branding focuses on the importance of families gathering around the table to connect over meal.The Giant Company

Ahold Delhaize USA’s The Giant Company this week unveiled a new series of multimedia spots for its ongoing “For Today’s Table” marketing platform, while sister chain Giant Food kicked off the Flex-to-Win Sweepstakes grocery giveaway.

Carlisle, Pa.-based The Giant Company announced “For Today’s Table” as its new brand platform in August 2020 and followed it up the next month with a multimedia marketing campaign, including TV commercials and other mass media, digital and social channels. According to Giant, the brand mantra emphasizes the importance of families gathering around the table to connect over meal, and first video spots featured five real families.

On Monday, Giant and Philadelphia-based advertising agency Brownstein debuted two new “For Today’s Table” TV spots, this time spotlighting digital solutions: Giant Direct and Martin’s Direct online grocery service, and the two retail banners’ Choice Rewards loyalty program. The campaign spans TV, digital and social channels and stars real families and Giant employees.

“At The Giant Company, we strive to create a reliable and valuable shift in shoppers’ everyday routines by offering new conveniences and more seamless experiences,” Dana Sherwood, creative director at Giant, said in a statement. “This campaign emphasizes an authentic family experience and helps underscore our brand promise for our customers. Our real-life team members are there to be a resource for our customers.”

Related:The Giant Company launches Instant Delivery

The first commercial, titled “Grocery Fairy,” portrays the Giant/Martin’s Direct online service, accessible via any smart device, as a lower-stress, more time-efficient grocery shopping experience. The service is depicted as customers’ “very own Grocery Fairy” for convenient shopping, freeing them up to pursue “the more important things in life,” according to Brownstein.

“Taco Night,” the second spot, shows the Choice Rewards savings earned by the Gandy family for a dinner together. The segment illustrates that, with budgets tighter for many consumers these days, the Choice Rewards app provides personalized savings on what they buy the most, such as all items needed for a family’s weekly taco night.

“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,” commented Chris Grenier, creative director at Brownstein. “The campaign is relatable. It’s authentic storytelling that demonstrates real life and how Giant can help make it easier.”

Related:Giant Food offers fee break on home delivery

Overall, The Giant Company operates nearly 190 stores and more than 150 online pickup hubs in Pennsylvania, Maryland, Virginia and West Virginia and provides grocery delivery service in hundreds of ZIP codes.

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Winners of Giant Food's Flex-to-Win Sweepstakes will get 50,000 Flexible Rewards points, equal to $500 in grocery savings, each month from February 2022 to January 2023.

Meanwhile, Landover, Md.-based Giant Food on Wednesday launched the Flex-to-Win Sweepstakes, aimed at highlighting the benefits of the chain’s Flexible Rewards loyalty program.

Running to Dec. 31, the sweepstakes offers a grand prize of groceries for a year — awarded through Flexible Rewards points — to five winners to be selected in early 2022. Giant said it also will pick five winners at random each week, starting in October, to receive prizes valued at $200 in Giant Flexible Rewards points.

Under the promotion, the “free groceries for a year” winners will be selected and contacted on Jan. 3 and receive 50,000 Giant Flexible Rewards points — equal to $500 in grocery savings — each calendar month from February 2022 to January 2023. The weekly prize winners will each receive a one-time prize of 20,000 Giant Flexible Rewards points, translating to $200 in grocery savings apiece. All weekly and grand prize winners will be contacted by email at the end of each drawing period, according to Giant.  

“The Flexible Rewards loyalty program is designed to allow customers to increase their rewards and personalize savings to fit their lifestyles,” stated Melanie Butler, manager of loyalty at Giant Food. “We are excited to launch the Flex-to-Win Sweepstakes and offer our amazing customers a new and creative way to redeem points as a way to thank them for being loyal customers and members of the Giant community.”

Serving the greater Washington, D.C., market, Giant Food operates 164 supermarkets in Virginia, Maryland, Delaware and the District of Columbia, including 152 full-service pharmacies, 82 full-service PNC Banks and 24 Starbucks locations. The grocer also offers Giant Pickup service at 155 locations and Giant Delivers service across its trade area.

Read more about:

Ahold Delhaize USA

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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