CARLISLE, Pa. — GIANT Co. last month introduced a new brand platform, For Today’s Table, based on the idea of bringing families together at mealtime, which is “now more important than ever,” said GIANT president Nicholas Bertram. “For almost 100 years, we have been entrusted to help families connect over food, at their table, no matter where or what the ‘table’ may be. It sets the stage for our go-forward strategy, crystallizing our commitment to customers, team members and the community, inspiring us to double down on future growth and investment.”
Ahold Delhaize’s GIANT began communicating the For Today’s Table brand this month via a new TV spot that focuses on the power of the family unit and how families need to connect and the real way they do it. The ad uses footage of five real families that were filmed over the course of several weeks.
“This latest campaign brings For Today’s Table to life in an authentic way, showing what families go through and the real solutions the GIANT Co. can offer,” said chief marketing officer Matt Simon.
Besides the TV spot, GIANT plans to communicate core elements of the For Today’s Table campaign through mass media, digital and social channels, as well as via modernized store decor, refreshed team member workwear, and an update of all delivery and transport vehicles with family-focused graphics.
The retailer said it will expand product assortment in key categories to better meet the needs and wants of its customers, and will also begin to test new in-store innovations like smoothie bars and kombucha taps. Made-to-order salads, wraps, soups and grain bowls, offered through a new partnership with Saladworks, are set to debut at GIANT’s flagship store in Camp Hill, Pa., this fall.
GIANT is also appealing to families seeking meal inspiration and savings in a number of ways, the company said, and remains focused on enhancing the online grocery experience. For example, it is piloting geolocation technology that sends notifications to team members when customers have arrived at the store to pick up their grocery order, eliminating the need for customers to call the store upon arrival.
The company’s focus on strategic omnichannel growth, meanwhile, means that it is moving ahead with previously announced growth projects and store makeovers involving its physical stores.
In its home market of Harrisburg, Pa., the company announced that it will celebrate the opening of its new Swatara Township GIANT next month.
The company also remains on track to complete the 35 store remodels that are now under way or will begin in the coming months across the brand.
GIANT said it will reveal plans for additional stores across Pennsylvania later this year, expanding its presence in key markets while also investing in its e-commerce business.
The company said it is also committed to investing in its 35,000 team members by offering best-in-class benefits and policies designed to enhance their health and well-being while supporting flexibility and career advancement.