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.”
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.”
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.
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.