Giant's 'Here’s the Deal' Spots Highlight 'Relatable, Necessary' Choices

Giant Food Stores launched the final ad spot of its strategic “Here’s the Deal” campaign. The TV and digital ad series, developed by Philadelphia-based Brownstein Group (BG), emphasizes the stories of everyday customers and serves as a reminder of the unbeatable grocery and fuel savings that the Carlisle, Pa.-based retailer provides.

“Giant recognizes that price is one of the biggest drivers of customer choice, but that the needs and wants of different family members are crucial as well,” Matt Simon, VP and chief marketing officer of Giant Food Stores, said in a release. “With the new ad campaign, BG helped us capture those moments where customer choices become more personal, relatable and necessary.”

The Here's the Deal campaign was designed by Giant and BG to target messaging to viewers with depictions of families in the midst of everyday life. The final spot, “Road Trip,” depicts a family departing for a vacation while contemplating a stop for last-minute items needed for their trip.

Giant's creative team says that the aim has always been to connect with its customers on the familiar nuts and bolts of the everyday, and that their outside partner helped put forth that vision.

“When it came to developing a tone for the campaign, we opted for the frank and plain-speaking,” said Gary Greenberg, VP and executive creative director of BG. “Groceries can be expensive, kids can be demanding and road trips can be logistical nightmares. Giant—with affordable prices and a wealth of options—can help. The simple but thoughtful messaging reflects an intuition derived from a strong, local partnership between Giant and Brownstein Group.” 

In related news, Giant announced its 100th click-and-collect store location and further expansion of its popular e-commerce and delivery rollout.