“GIANT recognizes that price is one of the biggest drivers of customer choice, but that the needs and wants of different family members are crucial as well,” said Matt Simon, Vice President and Chief Marketing Officer of GIANT Food Stores. “With the new ad campaign, ‘Here’s the Deal,’ Brownstein Group helped us capture those moments where customer choices become more personal, relatable, and necessary.”
The resulting marketing campaign emphasizes the stories of everyday customers and serves as a reminder of the unbeatable grocery and fuel savings that GIANT provides.
Details
The central challenge of the campaign was a creative one: finding a way to take key strategic insights and objectives and turn them into strong visual narratives with the right messaging for the target audience.
The result: every phrase spoken in the three spots of the “Here’s the Deal” campaign was crafted to pinpoint a strategic message. While scenes in the campaign might appear to be simple, colloquial slices of life, they empathize directly with the problems and experiences that inform buyer choices. In one spot, a mother is up against her hungry teenage sons, who she jokingly calls “bottomless pits,” and whose demanding appetites complicate shopping decisions. In another, a mother pushes an assertive and very opinionated toddler through the produce aisle — a back-and-forth of purchasing choices and charming “aww” moments.
In addition to TV and Radio, “Here's the Deal” and its messaging was prevalent in circular, highlighting exclusive Meal Deals and continuing to showcase ways to save in store.
