Giant Food launches new brand campaign centered on local

Dive Brief:

Giant Food's newly launched brand campaign, Find Your Local, aims to highlight the grocery company’s tie to local businesses, workers and vendors, according to a Wednesday announcement.
The campaign includes TV, radio, social media, mobile, digital, in-store and out-of-home, per the announcement, and was shot primarily in Washington, D.C. and surrounding areas. The campaign’s commercials were produced using local businesses and a workforce that was more than 85% from the DMV region.
This brand campaign marks Giant Food’s latest initiative to commemorate its support for local businesses in the country’s capital.

Dive Insight:

The regional grocer’s latest campaign is set to run for all of 2023 and was created in partnership with RP3 Agency, a creative shop based in the Washington, D.C., metro area that has been Giant Food’s agency of record since 2018, according to the press release.

In addition to local businesses and workers, the Find Your Local campaign features four vignettes from real Giant Food shoppers — Marcellus, Isabelle, Diane and Courtney — with each spotlighting the grocer’s offerings, including its Healthy Living programs and locally sourced goods, the announcement noted.

"We are continuously pushing to find new opportunities to expand our reach to our community and neighbors, and these commercials highlight some of those efforts and the relationships created through them," said Kathryn Kowalzik, Giant’s director of marketing, strategy and media, in the press release.

The campaign comes as the Ahold Delhaize banner continues to market itself as a grocer centered on promoting locally sourced items. The company sells over 1,000 items from more than 100 local vendors, according to the announcement.

In June, the grocer launched its Local Produce Boxes for the second year in a row, offering in-season produce locally sourced from farms across Maryland, Delaware and Virginia. The boxes were sold exclusively through Giant Delivers and were available throughout the 2021 and 2022 summer seasons.