PHILADELPHIA, PA – July 31, 2019 – GIANT Food Stores, LLC has launched the third ad spot of its strategic “Here’s the Deal” campaign. The television and digital series, developed by Brownstein Group (BG), emphasizes the stories of everyday customers and serves as a reminder of the unbeatable grocery and fuel savings that GIANT provides.
Founded in 1923, the GIANT brand has been trusted by families for more than 95 years, with established and loyal customers in Pa., Md., Va., and W. Va. Across these states, GIANT works with BG to uphold its respected brand image and deliver advertising that speaks directly to their client base.
“GIANT recognizes that price is one of the biggest drivers of customer choice, but that the needs and wants of different family members are crucial as well,” said Matt Simon, vice president and Chief Marketing Officer, GIANT Food Stores. “With the new ad campaign, BG helped us capture those moments where customer choices become more personal, relatable, and necessary.”
“Here’s the Deal” is a campaign that carries value and attitude in its name. The series of ads, centered on consumer-to-consumer messaging, consists of three television and digital spots where different mothers deliver targeted messaging to viewers amidst the throngs of family life.
Every phrase spoken is crafted to pinpoint a strategic message. While scenes in the “Here’s the Deal” campaign might appear like simple, colloquial slices of life, they empathize directly with the problems and experiences that inform buyer choices. In one spot, a mother is up against her hungry teenage sons, the “bottomless pits” whose demanding appetites complicate shopping decisions. In another, a mother pushes an assertive and very opinionated toddler through the produce aisle — a back-and-forth of purchasing choices and charming “aww” moments.
For the third spot, “Road Trip,” the great orchestra of gathering everyone in the family car sums up the joy, burden, and hassle of departing for a family vacation. But the message is clear: not having to worry about the expense of food and gas can go a long way towards making the trip a memorable experience. Mom might have her hands full getting all kids aboard — but GIANT has everything everyone needs to stay on the road.
“When it came to developing a tone for the campaign, we opted for the frank and plain-speaking,” said Gary Greenberg, VP and Executive Creative Director at Brownstein Group. “Groceries can be expensive, kids can be demanding, and road trips can be logistical nightmares. GIANT — with affordable prices and a wealth of options — can help. The simple but thoughtful messaging reflects an intuition derived from a strong, local partnership between GIANT and Brownstein Group.”
As its advertising agency of record, BG provides GIANT with creative branding and strategic services across a range of media—from TV and digital to radio and print. The “Here’s the Deal” spots are the latest in a series of family-focused TV campaigns promoting the company’s dedication to local customers and savings.
Watch the “Here’s the Deal” series below:
About GIANT Food Stores, LLC
Founded in 1923 in Carlisle, Pennsylvania, GIANT Food Stores is passionate about building strong families and healthy communities. With a customer-centric approach in all it does, GIANT serves millions of families across Pennsylvania, Maryland, Virginia and West Virginia through its 180 neighborhood stores, 132 pharmacies, 102 fuel stations and its online grocery ordering and delivery services. GIANT Food Stores is proud to employ more than 30,000 associates who believe in giving back to their community and over the last five years, GIANT, with the help of its customers and vendor partners, has proudly donated more than $100 million to local nonprofits. The GIANT Family of Brands includes GIANT, MARTIN’S Food Markets, GIANT Heirloom Market, and GIANT DIRECT, Powered by Peapod. GIANT Food Stores is a company of Ahold Delhaize USA. For more information visit the GIANT or MARTIN’S websites.
About Brownstein Group
Recognized by Ad Age as a ‘Small Agency of the Year,’ Brownstein Group (BG) is the longest-running independent marketing communications agency in Philadelphia. Founded at the height of the Creative Revolution in 1964, BG is a full-service agency with expertise across all disciplines, including: brand strategy, advertising, public relations, social media, and digital services. BG specializes in crafting memorable campaigns that generate positive brand awareness, increased sales/leads, and measurable impact for clients like IKEA USA, Comcast Xfinity, Wawa, GIANT Food Stores, Speedpay, NJM Insurance, and DuPont™ Sorona®. Ranked as an O’Dwyer’s Top 100 National PR Agency and one of Fortune Magazine’s Top 100 Best Places to Work for Women, BG is relentless in the pursuit of breakthrough ideas, but dedicated to its clients and people.