Following up on a name and logo change earlier this year, The Giant Company has launched “For Today’s Table” as its new brand platform.
Carlisle, Pa.-based Giant said the new platform “sets the course” for its ongoing expansion, innovation and investment. According to the Ahold Delhaize USA supermarket chain, the “For Today’s Table” tagline centers on the idea that families coming together over a meal helps make the world a better place.
In late February, the retailer announced a name change from Giant Food Stores to The Giant Company. The new corporate identity included a refreshed logo and color scheme across its family of brands, with a big “G” beside “The Giant Company” name and a leaf as part of the “A” in each retail banner’s name, designed to reflect the company’s commitment to growth and freshness.
Over the next few months, For Today’s Table will be brought to life through a multimedia marketing campaign — including mass media, digital and social channels — modernized store décor, new work wear for store associates and an update of all delivery and transport vehicles with family-focused graphics, Giant said. Efforts also will include store remodels, expanded product assortments, more meal solutions and online grocery enhancements.
“For Today’s Table is grounded in our strong belief that gathering around the table for a meal with your family to make meaningful connections is now more important than ever,” according to Nicholas Bertram, president of The Giant Company, which operates about 190 stores under the Giant, Martin’s and Giant Heirloom Market banners in Pennsylvania, Maryland, Virginia and West Virginia. “For almost 100 years, we have been entrusted to help families connect over food, at their table, no matter where or what the ‘table’ may be. It sets the stage for our go-forward strategy, crystalizing our commitment to customers, team members and the community, inspiring us to double down on future growth and investment.”
Due to kick off Sept. 3 is a new television spot focusing on the need for families to connect. Giant said that, over the past several weeks, it has been filming five real families for the spot to portray gathering at the table to eat in a meaningful way, whether it’s planned ahead of time or a quick decision made after a long day.
“For Today’s Table, the pinnacle in our evolution of The Giant Company’s refreshed brand, is an external expression of what our brand is doing and what families can expect from us in the future. While the wheels were in motion for our new brand platform pre-pandemic, the last several months has only reinforced the value of family connections, and we believe food has a role to play in forging those connections and in making our communities stronger. The table, no matter where it may be, is the most obvious and best way for families to connect,” explained Chief Marketing Officer Matt Simon.
“This latest campaign brings For Today’s Table to life in an authentic way, showing what families go through and the real solutions The Giant Company can offer,” Simon added.
In the upcoming months, Giant aims to introduced convenient meal solutions, products, technologies and services to make it easier for families. Plans include an extended product assortment in key categories as well as tests of new in-store innovations like smoothie bars and kombucha taps. This fall, at its flagship store in Camp Hill, Pa., Giant also plans to debut made-to-order salads, wraps, soups and grain bowls via a new partnership with fast-casual restaurant chain Saladworks.
New meal solutions include All Set, which serves up turnkey prepared, heat-and-eat and other meal options; expanded Meal Deals and meal kit selections, such as more protein choices, new flavor profiles and meal ideas; and added shelf space for plant-based foods, global flavors, specialty foods like artisanal cheeses and meats.
Giant said the new brand platform also entails the continued expansion of its private-brand offering, including the launch of hundreds of new items over the next year. This month, the chain introduced its new cook-in-bag line and is now rolling out a new item in its Nature’s Promise Kids Crustless Sandwiches, which includes grape and strawberry jelly varieties.
To enhance the online grocery experience, Giant is piloting geolocation technology that sends notifications to associates when customers have arrived at the store to pick up their grocery orders, eliminating the need for shoppers to call the store upon arrival. Online grocery delivery and pickup also are being expanded by bringing Giant Direct and Martin’s Direct to 10 more stores in Pennsylvania and West Virginia, for a total of 158 stores offering the services by the end of the year.
Customers, too, will see changes on the brick-and-mortar side. In its Harrisburg, Pa., home market, Giant plans to open a new Swatara Township Giant supermarket on Oct. 23. The chain also said it remains on track to complete 35 store remodels, which currently are under way or due to start in the coming months. Depending on the store location, upgrades include the addition of more Beer & Wine Eateries, new amenities, refreshed departments, and updated interior and exterior décor. The company said it will announce plans for more stores in Pennsylvania later this year as part of its expansion in key markets.
Inside stores, the For Today’s Table branding will bring new work wear and name badges for Giant and Martin’s associates. The new look includes red T-shirts highlighting “the brand’s passion for bringing fresh food to the table,” while the new badges will recognize team members who speak other languages or have served in the military, the company said, adding that all stores are also refreshing their breakrooms to foster camaraderie.
Also for employees, Giant this fall plans to launch a new state-of-the-art learning lab to support professional growth opportunities across the company. Dubbed Giant University, the lab will help participants further their careers through enhanced skills training focused on the future of retail, as well as help them develop leadership skills, the company said. The program complements current tuition reimbursement and degree programs with Capella University and Strayer University.
In addition, the company has introduced Stress Free Now, Cleveland Clinic’s six-week online course to help manage stress and increase positive emotions and energy. Available free to employees, the program teaches relaxation techniques to manage one’s reaction to stress.
“The most important connections we have are those with our team members. They are the core of The Giant Company and at the heart of the customer experience,” Bertram stated. “Our focus is on helping them discover their own unique path to success by growing through new opportunities and making a difference.”
And in recognition of Hunger Action Month, Giant on Sept. 1 plans to launch a multi-pronged campaign to help food insecure families. The monthlong effort will include in-store elements, social activations and associate volunteerism, plus financial and product donations and opportunities for customers to participate. Giant said it expects to donate 12 million meals to Feeding America via the initiative.
“If families are strong, our communities are strong, and if our communities are strong, our world is strong,” Bertram added. “We believe that it all starts with those meaningful connections around today’s table, and that starts with us.”