PHILADELPHIA, Friday, December 18, 2020. Brownstein and The GIANT Company have been named as finalists in two categories of the Modern Retail Awards, a top industry competition that recognizes the companies and campaigns modernizing retail in the digital age. This year, the program sought to honor retailers who have successfully responded to changing consumer habits through standout campaigns.
“For Today’s Table The GIANT Company’s new brand platform earned a finalist position in the Best New Product or Launch Category, while “Purpose,” a spot created to highlight The GIANT Company’s values and commitment to philanthropy, , earned a finalist position in the Best Use of Video category.
“Grocery has seen transformational shifts as an industry and has also become a central pillar of support for Americans during the COVID-19 pandemic,” said Erin Allsman, EVP and Managing Director at Brownstein. “The Modern Retail Awards nomination makes it clear: there has never been a more important time to drive community values and authentic, supportive messaging through marketing.”
To capture snapshots of real life and the importance of the family table as part of the For Today’s Table campaign, real GIANT customer families were asked to film themselves over the course of several weeks, capturing the good, the unexpected, the challenging and everything in between. The result was hours of footage as the families moved through daily life: morning routines, mealtime, playtime, celebrations and more were all caught on film.
The creative team overcame challenges of editing the spots for the campaign using remote production methods, carefully compiling and sifting through the raw footage to deliver the core message of For Today’s Table: that the world is a better place when families come together at their table and connect over a meal, no matter where their table may be.
“As we viewed the initial footage, any reservations we had immediately disappeared, as it was clear these families brought their stories to life in a way that a storyboard couldn’t ever do,” said Matt Simon, Chief Marketing Officer at The GIANT Company. “The final product has exceeded our expectations in every way, and we are beyond excited to continue sharing the real stories of these families, which we think will really resonate with our customers.”
The “Purpose” spot, also a finalist, preceded and foreshadowed the For Today’s Table campaign by showcasing real GIANT team members and all the ways the company gives back to the communities it serves. Underscoring the company’s philanthropic focus on eliminating hunger, healing the planet and changing children’s lives, the spot incorporates footage from community partners including Children’s Hospital of Philadelphia and Philabundance.
Final results will be announced on January 14, 2021.
Brownstein is an independent advertising and public relations agency based in Philadelphia. Founded at the height of the Creative Revolution in 1964, we are one of the longest-running independent agencies in the country, offering expertise across brand strategy, advertising, public relations, social media, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on brand longevity, and have worked with a range of companies including IKEA USA, Comcast Xfinity, DuPont™ Sorona®, TruGreen, The GIANT Company, ACI Speedpay, NJM Insurance Group, and Saint-Gobain North America. Brownstein is a 2018 Ad Age Small Agency of the Year, a 2019 PRNEWS Small Public Relations Firm of the Year finalist, and an inductee at Advertising Week’s 2020 Madison Avenue Walk of Fame.