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After nearly a decade of urging consumers to "Make every day taste better," Pittsburgh-based Giant Eagle Inc. on Thursday will unveil a new integrated multimedia advertising campaign and tagline -- My Giant Eagle Advantage -- whose overarching theme will draw heavily on the well-established equity of its customer loyalty Advantage Card.
In explaining the new campaign that is centered around company associates and customers, and the various ways they provide and obtain their “Giant Eagle Advantage,” company spokesman Dan Donovan told Progressive Grocer: “For many years, we focused on quality,” which he said is the prevailing attribute most frequently associated with the grocer by its customers. “More recently, you saw us focus on savings” through price reduction spots and free antibiotics spots, among other promotions.
With the new campaign set to launch later this week, Donovan said Giant Eagle sought to capture “a balanced way in which we could demonstrate the many points of difference that Giant Eagle offers. We took the idea of “your Giant Eagle Advantage” to customers in focus groups, and we learned that this concept truly resonated with them. They told us that it connected well with our brand.”
Donovan said the company also learned “that team members and customers have these highly personal and highly specific reasons for associating themselves with Giant Eagle. The challenge then became, ‘How do we bring these varying attributes – our true points of difference – to the forefront?’ We found that the best way to accomplish this was to position the campaign from the customer’s point of view, allowing them to demonstrate their personal plans to maximize savings. So, we decided to let our team members deliver our quality messages, and our customers will deliver our savings messages.”
Developed by the grocer's ad agency of two years, Young & Rubicam in Chicago, the campaign will kick off with five TV spots focusing on the pharmacy, produce and meat departments, as well as gas discounts and customers’ personal ways of saving money, and will feature company employees and customers who use double coupons or earn free tanks of gas by using their Advantage Cards.
The campaign will also coordinate its images and themes to be consistent across all media platforms, including TV, print ads, and social media outlets such as Facebook and Twitter.
With approximately $8.2 billion in annual sales, Giant Eagle has 164 corporate and 58 independently owned and operated supermarkets, in addition to 155 fuel and convenience stores throughout western Pennsylvania, Ohio, north central West Virginia and Maryland.