Giant Food emphasizes local impact for its latest ad campaign

Regional grocery chain Giant Food is looking to make a local impact with its new advertising campaign, “Find Your Local,” the Ahold Delhaize banner said Wednesday.

Running through the end of the year and featuring four vignettes from actual Giant shoppers—Marcellus, Isabelle, Diane and Courtney—the campaign consists of TV, radio, social media, mobile, digital, in-store and out-of-home spots.

“We are proud of the community we serve, and it is always a pleasure to work directly with our local businesses and customers,” said Kathryn Kowalzik, director of marketing, strategy and media at Giant Food, in a statement. “We are continuously pushing to find new opportunities to expand our reach to our community and neighbors, and these commercials highlight some of those efforts and the relationships created through them.”

All commercials were shot locally and produced using local businesses and a workforce that was over 85% from the District of Columbia, Maryland, Virginia (DMV) region, Landover, Maryland-based Giant Food said in a statement.

“Few retailers can claim to be as truly local as Giant. The chain started 86 years ago in downtown D.C. and grew to what it is today—a staple in every neighborhood. No other grocer knows the local unique tastes and traditions as well as Giant, and this campaign is a perfect reflection of that,” said DC-Metro area creative shop RP3 Agency Founder-CEO Beth Johnson.

Giant Food, an Ahold Delhaize brand, was founded in 1936 and operates 165 supermarkets in Virginia, Maryland, Delaware and Washington, D.C.