Independent agency Allen & Gerritsen (A&G) has been chosen as the advertising agency of record by The Giant Company, an omni-channel grocery retailer that operates more than 190 grocery stores in Pennsylvania, Maryland, Virginia and West Virginia.
A&G will lead The Giant Company’s brand strategy and multi-channel creative strategy and execution across the company’s portfolio of brands including Giant, Martin’s, Giant Heirloom Market, Giant Direct and Martin’s Direct.
A&G was selected after a competitive pitch led by Giant to head up its advertising and marketing, building on the company’s brand strategy, “For Today’s Table,” and championing the company’s purpose, grounded in a 100-year heritage.
“We are thrilled to partner with The Giant Company,” said Mike Raetsch, managing director at A&G in a statement. “The brand has been a staple for so many of our team members throughout the years. The work we’ll have the opportunity to do with The Giant Company team embodies the best of who we are—leveraging smart consumer insights to create a high impact, multi-channel creative campaign that meets shoppers where they are.”
The new partnership will include brand strategy, messaging strategy, campaign and activation development, and measurement/data strategy, reaching consumers across channels including TV and digital video, print, radio, OOH, social, digital and mobile experience and in-store.
“We were impressed with A&G throughout the pitch process, from the way their team incorporated our values to their pulse on today’s shopper and ability to translate that insight into breakthrough work. Together, we’ll continue to show customers that there’s a reason The Giant Company has been a part of the foundation of so many families—and their meals—for generations,” said Joanna Crishock, vice president of marketing and commercial planning at The Giant Company in a statement.
Details of the deal were not disclosed but the estimated media spend of Giant Food Stores is $18 million over the last year, according to COMvergence.