Families have relied on The GIANT Company as their regional grocery store to help them connect with each other and their communities for nearly 100 years. To share this heritage, Brownstein helped define their commitment to customers, team members, and the community. Pleased with the results, GIANT was inspired to double down on future growth and investment through a series of campaigns and activations.
To stand out in a sea of sameness and evolve the brand to be designed for the way families live now, GIANT recognized the need to move from functionally driven to emotionally driven. From purpose, to positioning, to platform, Brownstein led an integrated initiative reimagining the GIANT brand, defining its place in customers’ lives, and ultimately the communities it serves.
Experts* link frequent family dinners to fewer emotional and behavioral problems, greater emotional well-being, more trusting and helpful behavior toward others, and higher life satisfaction. However, the frequency of family dinners has declined 33% over the past 20 years.
*From the Journal of Adolescent Health
The reality of today is, families are busier than ever. It’s harder to find the time to sit down at the table together. Our goal was to make them realize the specifics don’t matter —it’s all about taking time to connect. Families need a shared space to gather, enjoy some food, and appreciate each other: that’s what GIANT’s “For Today’s Table” stands for.
Before launching the new platform, GIANT needed to tell the world about its values and Corporate Social Responsibility initiatives. Inspired by their authentic and personal approach to connecting families for a better future, Brownstein developed a spot with real GIANT team members that showed all the ways GIANT gives back to the communities it serves. Without the internal GIANT team’s support of the larger purpose, the shift to the new brand platform would feel unanchored, and inauthentic. Luckily, the team lives the brand purpose every day.
The brand anthem highlights five real families, actual customers of The GIANT Company. The moments, unscripted and unstaged, were captured on phones by the families —no actors, no professional equipment, no coaching. Just real moments with real families that bring the brand platform to life.
GIANT was concerned their stores’ price perception was flat and felt they were losing customers to competition. Since price is a primary driver of customer choice, we considered it a key brand element that would shape all subsequent marketing initiatives. The resulting “Here’s the Deal” campaign emphasized the stories of everyday customers and serves as a reminder of GIANT’s unbeatable grocery and fuel savings.