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Giant’s latest ad campaign spotlights ‘The Little Things’

Media push focuses on how food fosters personal connections

Giant Food this week kicked off a marketing campaign that introduces the supermarket chain’s new tagline, “The Little Things Are Giant.”

Landover, Md.-based Giant said the campaign centers on how its assortment of food and ease of shopping help people make connections and share special experiences with family and friends over good food. The first advertisements, appearing over the next two months, will focus on the holidays, and the campaign will continue through 2019 with new creative.

Media channels for the campaign will include television, radio, social, mobile, digital, in-store and out-of-home advertising, Giant said. The TV commercials began airing during primetime shows earlier this week. Giant also has a website,, that showcases special-occasion food and service options, such as holiday dinners and catering.

“We say in our new tagline 'The Little Things Are Giant' because it's about the seemingly small moments which are the ones we live for — more time for you, more time for family, more time for the things that really matter,” John MacDonald, vice president and chief marketing officer at Giant, said in a statement. “Giant wants to make great food easy so you can live your life and enjoy those moments.”

Most of the TV and radio spots will be in English and Spanish. Giant said the Spanish-language versions will air on several local stations, including Univision and Telemundo TV networks and El Zol 107.9 FM radio.

“We are excited to be producing our new advertisements in English and Spanish, reflecting our commitment to the growing and diverse communities we serve and furthering our work to create connections with all of our shoppers,” said Gordon Reid, president of Giant, which operates 164 supermarkets in Virginia, Maryland, Delaware and the District of Columbia.

According to Dylan Bernd, executive creative director at D.C.-Metro area creative firm RP3 Agency, Giant’s agency of record, the “Little Things” campaign incorporates the grocer’s community ties into its message of “making great food made easy.”

“Giant Food is known within the greater Washington and Baltimore regions for providing high-quality food while supporting local communities for generations,” Bernd explained. “This campaign is about being true to their customers, their co-workers, their partners and above all the food."

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