Richards Rebrands Giant Eagle

DALLAS–Giant Eagle switches the focus from its supermarkets to customers’ kitchens in its first work from The Richards Group.

Five TV spots, which began rolling out yesterday, feature wholesome, humorous vignettes that are set in people’s homes, rather than the stores themselves.

Giant Eagle “realized that people frankly don’t enjoy going to the grocery store,” said Richards principal Dale Hruby. “They go there to get things that allow them to enjoy their lives and families after they leave. So we’ve tried to position the brand in a way that helps people understand how [Giant Eagle] fits into their lives.”

One spot shows a mother handing out treats from the store, such as chips and nail polish, to her family. When she gets to her young son, she offers him peanut butter and a banana, but he rejects them. Then she concocts a paper vest out of a grocery bag, in which he runs around gleefully.

In another spot, one of two that focus on savings, a husband hides his newly bought junk food around the kitchen from his wife. When he shows her how much he spent, she gives him the “OK.”

The new tagline: “Make every day taste better.”

The campaign is an about-face for the Pittsburgh-based regional chain, which in prior ads by Ferrell Calvillo focused on in-store services, from dry cleaning to video rentals.

Ad spending is estimated at $10-15 million annually. Richards won the account in April following a review, defeating Doner in Southfield, Mich., and Hill, Holliday, Connors, Cosmopulos in Boston.

Radio, print and outdoor are part of the media mix; they accompany local TV buys in Western Pennsylvania, Northeastern Ohio and North Central West Virginia.

Richards also extended the new brand positioning to 50,000 Giant Eagle employee booklets and grocery bags. The latter have dotted lines so customers can make their own paper “vests.”