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LANDOVER, Md. -- Giant Food, LLC, based here, last week rolled out its new "Solved" ad campaign, which concentrates on solving the everyday needs of mom, Giant's main shopper.
"Giant is committed to being a resource to our customers," said Judi Palmer, Giant's senior director of customer marketing, in a statement. "We're excited about the ads and look forward to the reaction from customers."
In the first of three commercials to appear this autumn, the problem a mother encounters is how to find healthy natural and organic foods that everyone in the family will enjoy, but that won't break the household budget. Giant solves the problem with its exclusive brand of natural and organic foods, Nature's Promise.
Noted Palmer, "Many customers want to eat more natural and organic foods, but they're higher-priced than their standard-processed counterparts. We created Nature's Promise to help consumers eat better at a better value. It's a great solution to a challenge many of our customers encounter."
The integrated television, radio, in-store signage, and direct mail campaign, created by Giant's ad agency, Wenham, Mass.-based Mullen, highlights typical problems, each concluding with the line "Solved," demonstrating how Giant can help moms and other shoppers please their families and manage tight schedules.
The TV and radio spots are currently airing in the Baltimore; Washington, D.C.; and Charlottesville, Va. markets.