THE CHALLENGE
In a competitive grocery landscape including traditional grocers like ACME and Shop-Rite, as well as modern challengers like Walmart, ALDI, and Amazon, GIANT was losing relevance and shedding market share.
We discovered that modern consumers shop for groceries more often, with smaller baskets, seeking inspiration and creative meal solutions. They value discovery but they also demand a seamless, low-friction experience, be it in-store or online.
We turned a handful of moms and their families into mini filmmakers, documenting their everyday lives, showing the “real day in the life” of the typical GIANT family. Problem was, this wasn’t everyday any more. The COVID-19 pandemic had just hit, which changed pretty much everything—especially grocery shopping—and families needed more help than ever. They still had to navigate work, school, soccer practice, dance lessons, and homework, and somehow get three meals on the table within their budget.
What we learned was that the pandemic held a magnifying glass up to the wants and needs of today’s grocery shoppers, and that GIANT was poised to with the solution: “For Today’s Table,” a 360° integrated omnichannel campaign that demonstrated how GIANT is there to meet those needs. Launched with engaging and breakthrough TV and social, we paired the honest and real-life footage we received from the families and featured an update of the classic song, “Teach Your Children” by Crosby Stills and Nash.
We created a brand strategy with a higher calling than just selling food, and it’s something we pursue every day in all that we do.
-Nicholas Bertram,
President, The GIANT Company
The campaign reignited consumer engagement and increased price perception and brand favorability, helping lift GIANT to a #1 Grocery ranking in the Philadelphia DMA.