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Home » RP3 Agency launches brand campaign for Giant Food

Capitol Communicator has a report that the RP3 Agency has launched a new brand campaign for its client Giant Food.

RP3 Agency launches brand campaign for Giant Food

by | Jan 4, 2023

TV and Online Spots Feature Real Shoppers
and
Stress Brand’s Legacy of Serving Local Communities

Independent, full-service marketing agency RP3 has launched a new campaign for Giant Food that focuses on and celebrates Giant’s longtime service to the Washington, D.C./Baltimore metro region.

The effort, entitled “Find Your Local,” includes a series of four vignettes featuring Giant shoppers who live in the region, sharing their stories about and experiences with the long-standing local grocer.

Three of the spots will launch this week on local TV stations in Washington, D.C., Baltimore, Northern Virginia, and parts of Delaware.  They will also run online on streaming video platforms such as Hulu.  The initial launch will be followed throughout 2023 by radio ads, a social media campaign, in-store elements and other aspects designed to showcase the local nature of Giant’s relationship with its customers. The fourth TV spot is scheduled to air during the 2023 holiday season.

The spots feature four local Giant shoppers—Marcellus, Isabelle, Diane, and Courtney—who appear in videos in which their regional hometowns are identified to stress the local nature of the campaign.

“Several national grocery chains in the area have tried to play off the ‘local’ aspect, from painting wall murals reflecting local neighborhoods to showcasing local products,” said RP3 Founder-CEO Beth Johnson.  “But few of them 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.”

However, the agency’s research revealed that only 47 percent of Giant shoppers were aware of Giant’s local heritage.  As a result, the “Find Your Local” brand campaign was created to help Giant elevate its local identity and expand on larger themes of community, identity and belonging.

“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.”

The “local” aspect of the effort was developed after agency research discovered that consumers want to feel that they belong to and support the communities they live in, and they value brands that make it easier for them to do so in a more meaningful way.

To stress the brand’s commitment to the local communities it serves, the spots were filmed in local neighborhoods on sets that included more than 60 people, 85 percent of whom were area residents.

“It’s simply one more way for Giant to support the local community and businesses that thrive here—not through words, but through actions,” Johnson added.

ABOUT RP3

RP3, a Capitol Communicator sponsor, is an independent, full-service creative agency in the D.C. metro area focused on building new ideas, technologies, and experiences that forge meaningful connections between people and brands and create opportunities that propel businesses forward. Founded in 2009, RP3 is a certified woman-owned small business working with a variety of forward-thinking clients including ABC Fine Wine & Spirits, the American Association of Colleges of Pharmacy (AACP), City Center DC, Eagle Bank, Giant Food, Guiding Stars, the Hay Adams, Hilton, Kaplan, Koalafi, Long & Foster, the National Community Pharmacists Association (NCPA), Norfolk Southern, University of Maryland, the U.S. Air Force Band and the U.S. Navy, and have deep collective experience in Healthcare, Retail/Grocery, Transportation, Travel and Destination, and Education. To learn more visit http://rp3agency.com.

About the Author

Capitol Communicator

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

1 Comment

  1. Lisa Ristau

    There’s Marcellus, so glad we got you booked on this project. So glad you’re an Impressive Talent.

    Reply

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