GIANT DIRECT: Leveraging Brand Authenticity
Broadcast - Television
Project Overview
Brownstein Group helped GIANT Food Stores demonstrate that a grocery pickup with their new service, GIANT DIRECT, delivers the same value and trust that customers expect from the in-store experience, as well as from the brand and its team members.
Details
Brownstein Group sought to take the authentic, personal touch that GIANT is known for and bring it to GIANT DIRECT, a forward-looking grocery delivery service. The messaging for the campaign is simple: it’s ok to be distracted by life and by family — GIANT provides options that make decisions easier and life more convenient.
“With GIANT DIRECT, your life doesn’t have to stop in order to get groceries,” said Meredith Schwinder, Creative Director at Brownstein Group. “In this campaign we sought to show honest, family moments taking place right in a GIANT parking lot, showcasing the ease of the new service in a fun, realistic, and relatable way.”
“With GIANT DIRECT, your life doesn’t have to stop in order to get groceries,” said Meredith Schwinder, Creative Director at Brownstein Group. “In this campaign we sought to show honest, family moments taking place right in a GIANT parking lot, showcasing the ease of the new service in a fun, realistic, and relatable way.”
