Many national grocery chains try to play off the “local” aspect, from painting murals reflecting local neighborhoods to showcasing local products. But few are as authentically local as Giant. The chain started in downtown D.C. in 1936 and grew to what it is today - a staple in every neighborhood and the longest-standing grocer in the DMV. But our research revealed that less than half (47%) of Giant shoppers were aware of its local legacy.
With the Find Your Local brand campaign Giant put a stake in the ground and elevated the local conversation - digging into themes of community, identity, and belonging. In a post-pandemic world of virtual reality and zoom fatigue, we discovered Giant’s most consistent shoppers were craving authentic experiences and real stories – for locals, by locals.
The spots aired on local TV stations in Washington, D.C., Baltimore, Northern Virginia, and parts of Delaware, in addition to online streaming video platforms such as Hulu. Radio ads, a social media campaign, in-store elements, OOH assets, etc., will continue the campaign through 2023 and culminate with a fourth TV spot to air during the holiday season.