Dive Brief:
- In a new effort to connect with shoppers, Giant Foods has launched a podcast called "Nutrition Made Easy!", the company announced in a press release. Giant’s registered dietitians and nutritionists will host the health-focused podcast, leading discussions and providing answers to questions from customers and listeners. The podcast is a tool help customers take action toward a healthier lifestyle both inside and outside the grocery store, the company said.
- "Nutrition Made Easy!" will consist of two series — "clinical" and "consumer." The clinical series will be geared toward Giant’s health partners and customers who are managing a health diagnosis, while episodes from the consumer series will offer nutrition advice for shoppers on what to put in their carts, what to make for dinner and a number of other food-related topics – such as picking seasonal produce and how to make dishes healthier. The podcast is available on Giant’s website, iTunes or Google Play.
- “Giant Food proudly supports our customers in navigating their wellness journey by offering in-store nutritionists, The Guiding Stars Program, and now our first podcast, "Nutrition Made Easy!," said Gordon Reid, Giant Food President, in a statement. “We're excited to have an accessible space where shoppers can get their biggest questions about their health and favorite products answered by our in-store industry experts.”
Dive Insight:
The idea of a grocery store launching a podcast is relatively new and unusual, but Giant Foods is using the medium to offer a health resource for its customers and add value beyond trying to sell products. With credible health experts leading the podcast, it’s likely to feel like a useful dialogue rather than a marketing tactic, which should resonate well with shoppers. As shoppers put more trust in their primary stores when it comes to health and well-being and increase their commitment to healthy foods and lifestyle, Giant Foods has picked a good time to launch this new tool.
Podcasts have come into the mainstream over the past several years thanks to hit shows like "Serial." According to the latest numbers from Edison Research, 44% of people in the U.S. over age 12 have listened to podcasts as of 2018. Of those who listen, about 80% listen to the entire episode. Listeners are always looking for new content to stream, so there is definitely room in the medium for grocers and food companies to have a voice.
Giant Foods is not the first grocer to launch a podcast. Trader Joe’s produced a five-part podcast series last year with a focus on how the retailer does business. It offered Trader Joe’s enthusiasts a look behind the curtain and featured various company employees and executives. The series was extremely successful at launch, at one point reaching the third most popular podcast on Apple iTunes, and Trader Joe’s ended up extending the series to nine episodes due to demand. Hy-Vee also recently made an entry into new media, recently starting its own online TV network, Helpful Smiles TV.
Outside of grocery and food, other big brands and companies are paying attention to podcasts as well. Brands such as Barneys, General Electric and Intercontinental Hotels have all launched their own podcasts.
For grocers and retailers who can find a useful angle the way Giant Foods has, launching a podcast could be a savvy way to stay relevant with shoppers. Brands and companies have an opportunity to create compelling, unique content if they offer useful tips and expertise, insightful conversation with interesting guests or insider information that shoppers can’t find elsewhere. The concept could flop for brands that don’t find a niche that will resonate with their customers, if the podcast is simply another way to market or sell products or if the company doesn't adequately promote the series.
Giant Foods is entering the world of podcasting with a solid concept, and it will be interesting to see how customers respond to this attempt, and if other grocers will recognize value in this tactic and pick up the podcast mic as well.
