Giant Food Urges Communities to ‘Find Your Local’

Giant Food, the leading greater Washington D.C. regional grocery chain, has launched a brand campaign, “Find Your Local.” Dedicated to all things local, the campaign theme calls attention to Giant’s longtime commitment to the communities it serves across areas of educational programs, partnerships, and product offerings.

Running through the end of the year and featuring four vignettes from real Giant shoppers —Marcellus, Isabelle, Diane, and Courtney, the spots highlight the connections Giant forms with customers through benefits including its Healthy Living programs and its commitment to sourcing local. Giant Food offers over 1,000 items from more than 100 local vendors. All commercials were shot locally and produced using local businesses and a workforce that was over 85 percent from the DMV region.

“We are proud of the community we serve, and it is always a pleasure to work directly with our local businesses and customers,” said Kathryn Kowalzik, director of marketing, strategy and media at Giant Food. “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.”

Working with local DC-Metro area creative shop RP3 Agency, Giant’s agency of record since May 2018, the Find Your Local campaign consists of TV, radio, social media, mobile, digital, in-store and out-of-home.

“Few retailers can claim to be as truly local as Giant. The chain started 86 years ago in downtown D.C. and grew to what it is today—a staple in every neighborhood. No other grocer knows the local unique tastes and traditions as well as Giant and this campaign is a perfect reflection of that,” said RP3 Founder-CEO Beth Johnson.

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