Giant Eagle Debuts New Ads

MARK HAMSTRA

PITTSBURGH — Giant Eagle here last week rolled out new ads with a slogan — “My Giant Eagle Advantage “ — that ties into the company's Advantage loyalty-card program.

“What we were looking for is a balanced way in which we could demonstrate the many points of difference that Giant Eagle offers,” Daniel Donovan, a spokesman for the privately owned chain, told SN. “We took the idea of ‘your Giant Eagle Advantage’ to customers in focus groups, and we learned that this concept truly resonated with them. They told us that it connected well with our brand.”

For the past several years Giant Eagle ad campaigns have focused on quality and, more recently, on savings, with ads touting price reductions and offers like free antibiotics. Previous tag lines have included “Make every day taste better” and “low prices, uncompromising quality.”

The new campaign, created with agency Young & Rubicam, Chicago, centers around customers and employees and the various reasons they favor Giant Eagle.

“We learned that team members and customers have these highly personal and highly specific reasons for associating themselves Giant Eagle,” Donovan said. “The challenge then became, how do we bring these varying attributes — our true points of difference — to the forefront.”

He said the new ads feature customers talking about saving money at Giant Eagle, while employees will talk about the quality of the product.

In one spot, a female customer talks about being able to get diabetes medication for free from Giant Eagle, and concludes, “Savings I can count on and experts I can turn to. That's my Giant Eagle advantage.”