RP3‘s assignment with Giant Food was simple: Protect and build on Giant’s dominant market share in the Delaware/Maryland/Virginia market. Simple is not always easy, though, as Giant was faced with encroaching new grocery brands with deep pockets and a willingness to spend to gain a foothold on this well-heeled market centered around the nation’s capital.
The typical approach to grocery advertising, viewed as tried and true, is to “stack it high and price it right, i.e. to lead with loss-leader type pricing and hope shoppers take the bait and fill their carts with other necessities. RP3’s approach for the television campaign was to break category-conventions and connect to consumers’ hearts with a highly emotive message. We focused on relationships and time and people doing what they like to do together, with the foods playing a secondary role. “The Little Things Are Giant” has become their rallying cry and the strategic lens for everything from merchandising to store designs to community outreach. Those little things that make life wonderful. The moments we share with one another. The moments we share within our community. The ways in which we are all tied together with a common purpose to love and enjoy each other and live well in our neighborhoods. That’s the meaning behind our campaign and the insight that drove it.
The most important result is the proven effectiveness of the advertising that this campaign provided through is it’s remarkable ROI measures. Giant worked with IPSOS to conduct an ongoing analysis of comparative marketing spend effectiveness. Setting the typical category television ROI at an index of 100, the Little Things are Giant TV campaign ROI indexed at 350. The TV ran in both traditional and online channels, mainly in: 30-second formats with: 15-second spots added to extend frequency.
Giant grew to be, and remains, double-digits greater in market share locally than its competition from well-known brands like Whole Foods, Wegmans, Trader Joe’s, Harris Teeter, and other newer entrants like Amazon. Not only did we, and continue to, help Giant maintain its #1 spot in the local market, we have created a television campaign that shattered all expectations of ROI for the medium.
“With its strategy & planning departments, RP3 really digs into our core customer, and truly embraces the grocery business. What continues to impress our team is the creative they develop, as it consistently stands apart from our competitors and moves our business forward. They’ve helped us achieve amazing ROI on our ad investments,” said Kate Kowalzik, director of brand strategy and media, marketing, at Giant.
RP3 is a Capitol Communicator sponsor.