Giant Food Debuts Marketing Campaign for the Holidays and Beyond
Scene from an ad in Giant Food's new 'The Little Things are Giant' campaign
Giant Food has introduced a new marketing campaign highlighting the connections made over food and how the Ahold Delhaize USA division can help make such moments possible. The campaign kicks off with a holiday focus over the next two months and run through 2019 with fresh creative executions.
“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,” said John MacDonald, VP and chief marketing officer at Landover, Md.-based Giant Food. “More time for you. More time for family. More time for the things that really matter. Giant wants to make great food easy so you can live your life and enjoy those moments.”
In collaboration with Bethesda, Md.-based RP3 Agency, Giant Food’s agency of record since May 2018, the campaign encompasses TV, radio, social media, mobile, digital, in-store and out-of-home elements. Most television and radio advertisements will appear in both English and Spanish versions, and the TV commercials will air during various primetime shows, as well as online.
“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,” noted Giant Food President Gordon Reid.
“Giant Food is known within the greater Washington and Baltimore regions for providing high-quality food while supporting local communities for generations,” observed Dylan Bernd, RP3 Agency’s executive creative director. “Giant is dedicated to making great food made easy, and we wanted an idea that felt honest to who they are as a brand. Together, we developed a new creative campaign called ‘The Little Things are Giant.’ This campaign is about being true to their customers, their co-workers, their partners and, above all, the food.”
Giant Food operates 164 supermarkets in Virginia, Maryland, Delaware and the District of Columbia, employing about 20,000 associates. Parent company Ahold Delhaize USA is No. 4 on Progressive Grocer’s 2018 Super 50 list of the top grocers in the United States.