Bruno’s Begets Giant Food for O2

ATLANTA Giant Food has tapped multicultural shop O2 Ideas to work with its in-house marketing team, the client confirmed.

The independent Birmingham, Ala., shop bested co-finalists Carton Donofrio & Partners in Baltimore, which continues to handle the client’s interactive chores, and Interpublic Group’s Mullen in Wenham, Mass., in a review that sources said started with a dozen participants.

O2 will provide brand development, advertising, media strategy and event management. Giant, a subsidiary of Ahold USA, will continue to buy media through GRT Advertising, an in-house buying service. Giant spent $10 million on advertising in 2002, per TNS Media Intelligence/CMR.

O2 president and chief creative officer John Zimmerman said the agency’s 30-year track record with another Ahold grocery chain, upscale Bruno’s, helped secure the account win.

The agency will create a corporate image campaign that will launch in September. Work is likely to look at grocery stores as a place for solutions rather than focus on cost.

“The Walmart Super Centers and neighborhood stores dominate on price and no one can beat them at it,” said Zimmerman. “Research suggests that people don’t buy things but solutions. In other words, we’re not selling ingredients but meals.”

Ahold USA in Chantilly, Va., oversees 1,600 supermarkets, including the stores of BI-LO, Mauldin, S.C.; Bruno’s, Birmingham, Ala.; Giant Foods Stores, Carlisle, Pa.; the Stop & Shop Companies, Boston; and Tops Markets, Buffalo, N.Y.