Philadelphia, PA (October 11, 2021) – Today, The GIANT Company debuted the latest collaboration with its agency partner, Brownstein, for the continuation of its campaign platform “For Today’s Table™.” Further delivering on their brand promise to get families back to what matters most – spending quality time together – the two new spots highlight digital solutions for customers: GIANT Direct and MARTIN’S Direct, the brand’s online grocery service; and GIANT and MARTIN’S Choice Rewards, its personalized savings and loyalty program.
The brand’s 360 campaign spans across TV, digital and social channels and features real families and real GIANT Company team members throughout, showcasing the brand’s commitment to authenticity as it delivers its core message: 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.
The first spot, “Grocery Fairy,” highlights GIANT Direct and MARTIN’S Direct – which is designed to be a lower stress, more time-efficient grocery shopping experience through the convenience of any smart device. It features GIANT Direct and MARTIN’S Direct as customers’ very own “Grocery Fairy” that makes shopping for what families need a breeze, enabling them to get back to the more important things in life.
“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,” said Dana Sherwood, Creative Director of The GIANT Company. “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 – just the way Jacob, as seen in the spot, is for the Patel family.”
“A second spot, “Taco Night,” puts a spotlight on GIANT and MARTIN’S Choice Rewards, showcasing the Gandy family’s shopping savings for a dinner together. Understanding that many consumers’ budgets may be tighter these days, GIANT Choice Rewards provides customers with personalized savings in the app on what they buy the most – such as all the fixings 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,” said Chris Grenier, Creative Director of Brownstein. “The campaign is relatable; it’s authentic storytelling that demonstrates real life, and how GIANT can help make it easier.”
Authenticity is at the core of this campaign, with the first iteration of the “For Today’s Table™” campaign platform having featured five real families. To capture real life, each family was 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 GIANT Company strives to partner with all of their customers through the chaos of everyday routines and bring them together to connect over a meal, regardless of where that might be. In today’s world, every moment with your family counts, and The GIANT Company remains committed to providing solutions that leave more time for making memories.
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 NJM Insurance Group, IKEA USA, Comcast Xfinity, DuPont™, Sorona®, TruGreen, The GIANT Company, ACI Worldwide, and Saint-Gobain North America. Brownstein is an Ad Age Small Agency of the Year, a PRNEWS Small Public Relations Firm of the Year finalist, and an inductee into Advertising Week’s Madison Avenue Walk of Fame.