GIANT

this is home

We used the power of scrapbooks and spoken word poetry to turn Giant into the heartbeat of their community.

Brand and Creative Strategy, Copywriting and Concept Development, Graphic Design and Art Direction, Video Production, Influencer Activation, Social Media Strategy and Content Production, Public Relations

The
Challenge

Born in 1936, Giant Food is the oldest grocer across all of DC, Maryland and Virginia (the DMV).

But while they were the market leader (in arguably the most competitive grocery market in the country), their age was catching up to them. They needed to find a way to connect with younger audiences without alienating their older loyalists.

If the kitchen is the center of the home, then Giant’s legacy should make them the center of the community.

Our
Solution

Instead of deals, discounts, and deli, we used scrapbooks and spoken word poetry to bring youth back to the Giant brand, connecting with DMV shoppers at a deeper emotional level and urging them to fall in love (or back in love) with their hometown grocer.