As consumer trends shift toward locally produced offerings, so too have retailers’ buying strategies. To show its support of local communities, Ahold Delhaize’s banner Giant Food has announced Find Your Local, its latest brand campaign. This creative launch is set to increase attention to the grocer’s role in helping communities through educational programs, partnerships, and products.
“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. “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.”
The new campaign is intended to run through the end of the year, featuring four vignettes from real Giant shoppers—Marcellus, Isabelle, Diane, and Courtney. As explained in a press release, the spots highlight the connections Giant forms with customers through benefits like its Healthy Living programs and its commitment to sourcing local. All of the commercials were shot locally and produced using local businesses and a workforce that was over 85 percent from the DMV (DC, Maryland, and Virginia) region.
The campaign has been brought to life with the help of local DC-Metro area creative shop RP3 Agency, Giant’s agency of record since May 2018. It will consist of TV, radio, social media, mobile, digital, in-store, and out-of-home promotions.
“Few retailers can claim to be as truly local as Giant. The chain started 86 years ago in downtown DC 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 RP3 Founder and Chief Executive Officer Beth Johnson.
Demonstrating its commitment to local, Giant Food offers over 1,000 items from more than 100 local vendors.
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