Giant Food Stores Spotlights Family Moments in 2 TV Ads

In two recent television commercials, Ahold Delhaize USA banner Giant Food Stores tasked its advertising agency of record, Brownstein Group, with bringing to life the grocer’s commitment to its customers and the community, including its emphasis on the importance of family moments. The result was one TV spot in support of September’s National Family Meals Month, and one promoting Giant’s fresh produce.

 “We love working with Giant because they are genuinely concerned about the wellbeing of their customers and making their everyday moments easier and more enjoyable,” said Gary Greenberg, VP and executive creative director at Philadelphia-based Brownstein Group. “As our creative team began to concept, instead of merely showcasing the food, we concentrated on where these family moments take place – from the wide array of emotions shared around the dinner table, to a mother and her children making a smoothie in the kitchen. Life happens in these places, and by contextualizing how food choices and shared meals can positively impact the family dynamic, we’re reinforcing the important role Giant plays in everyday life.”

Of the first commercial, “The Dinner Table,” Greenberg noted: “The dinner table is a metaphor for daily family life; a place for paying bills or studying algebra, having big life discussions or just talking about your day. In this spot, we filmed settings instead of people, so any family could picture themselves in each moment.”

Of the second ad, “The Smoothie,” he observed: “It’s tough being a parent – you have to balance your desire to get the best, freshest produce with the reality of the family budget. In this spot, we’re showing that healthy food choices can be fun, and that being together as a family is time well spent.”

Ahold Delhaize USA, the parent company of Carlisle, Pa.-based Giant, is No. 4 on Progressive Grocer’s 2018 Super 50 list of the top grocers in the United States.