Many national grocery chains borrow the language of “local,” but few are truly rooted in the communities they serve. Giant is the longest-standing grocer in the DMV, founded in Washington, D.C. in 1936 and woven into neighborhood life for generations. Yet research revealed that fewer than half of Giant shoppers (47%) were aware of its local legacy—at a moment when post-pandemic consumers were craving real connection and authentic stories.

Instead of borrowing local cues, RP3 helped Giant reclaim its truth. We elevated local from an aesthetic to a point of view—grounded in community, identity, and belonging—and brought it to life through real people, real producers, and real neighborhoods. Find Your Local — a brand platform and campaign built for locals, by locals, turning Giant’s legacy into lived experience across media and in store.

• Increased visibility and access for local producers across Giant stores
• Stronger perception of Giant as an authentic community partner
• Award-winning advertising campaign recognized by the industry
• Campaign activated across TV, streaming, radio, social, OOH, and in-store—sustained through 2023