Giant Foods teams with P&G, Kellogg’s in Pride Month promos

Giant Food has partnered with Procter & Gamble and Kellogg’s on online and in-store promotions in recognition of Pride Month.

Landover, Md.-based Giant said yesterday that, throughout June, an “immersive e-commerce experience” on GiantFood.com will include exclusive recipes from celebrity chef, cookbook author and LGBTQ advocate Elizabeth Falkner and special offers from participating brands. The pages will highlight LGBT-owned brands and offer customers the opportunity to get involved with Can’t Cancel Pride 2021.

In June, Giant customers can shop special online offers on selected items from P&G to help celebrate Pride Month, including ingredients in four recipes from Falkner, including

fish tacos with enselada de repollo; baba ganouj; kale salad with cashews, mozzarella and cumin lime vinaigrette; and Thai flavors chicken burger with peanut chili special sauce and ginger slaw. Each recipe on GiantFood.com is paired with a video of Falkner preparing the dish as well as a full shopping list and instructions.

Customers can order all of the ingredients for home delivery through Giant Delivers or schedule a pickup at their local store via Giant Pickup. For participating items, pickup is free for orders of $15 or more and delivery is free for orders of $25 or more, Giant said.

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With Kellogg’s, Giant is offering limited-edition Together With Pride cereal both in-store and online during June. The Together With Pride cereal has berry-flavored rainbow hearts dusted with edible glitter and is made by Kellogg's in collaboration with GLAAD. Sales of the cereal support GLAAD’s efforts in fostering acceptance and equality for the LGBTQ community.

“We’re excited to team up with P&G and Kellogg’s to celebrate Pride Month and support the diverse voices that make our communities so special,” Ira Kress, president of Giant Food and executive sponsor of Giant’s Pride Business Resource Group, said in a statement. “Over the past year, we have been working to bring more awareness to our LGBT-owned products through our shelf-labeling program and media campaigns. The Pride Month online experience is another great opportunity for customers to discover these products and join us in supporting our LGBT business partners.”

A special landing page on GiantFood.com features exclusive recipes from celebrity chef and LGBTQ advocate Elizabeth Falkner plus special offers from participating brands.

Held each June, Pride Month celebrates the LGBTQ community’s struggle to exercise personal freedoms and honors the Stonewall uprising in June 1969 in New York City, considered a catalyst for the modern gay rights movement.

Giant added that its Pride Month landing page spotlights LGBT-owned businesses and offers customers the opportunity to take part in Can’t Cancel Pride 2021, a celebration aimed at raising visibility and funds for organizations supporting the LGBTQ community. Giant said it will match P&G and donate $12,500 for a total of $25,000 to benefit Can’t Cancel Pride 2021.

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Part of Ahold Delhaize USA, Giant operates 164 supermarkets in Virginia, Maryland, Delaware and the District of Columbia, including 152 in-storepharmacies, 82 PNC Banks and 24 Starbucks cafes.