LANDOVER, Md. (FNS) -- Giant Food here is focusing its advertising efforts on its perishables departments. Full-page print advertising for the operator's Super G units showcases company employees and gives consumer tips on preparation and background on sourcing.
al produce program is a fine example of the backyard garden, only on a larger scale."
The ad continues to explain to consumers what direct-store delivery is: "Area farmers pick the produce in the morning and deliver it right to our stores by afternoon."
Additionally, the New Jersey Department of Agriculture's "Jersey Fresh From the Garden State" seal is prominently featured in Giant's "Locally Grown New Jersey Produce Fresh From the Fields."
In another ad, the chain's consumer adviser, Odonna Mathews, is spotlighted. This time seafood is the topic and grilling tips are explored. In addition to a recipe, the ad takes consumers step-by-step through grilling swordfish.
The ad instructs consumers how to properly ready a grill for seafood, how to determine cooking time of fish steaks and how to tell when the fish is ready to eat.
In the same size type as the body copy of the ad, the retailer notes "Swordfish steaks are on sale this week for $4.99/lb."