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Giant Delivers a New Omnichannel Identity

Branding succeeds 'Peapod by Giant' as commerce platform integrates
Photograph courtesy of Giant Food

A new fleet of bright purple trucks is hitting the streets of the Washington, D.C., area this week as Giant Food debuts new branding for its Peapod by Giant delivery service.

Now known as Giant Delivers, the new branding mirrors efforts made by Giant’s Carlisle, Pa.-based Giant/Martin’s sister chain to reestablish its e-commerce brand under the Giant Direct label earlier this year as Ahold Delhaize USA brands move to leverage their local brand equity as omnichannel grocery providers. The Giant Delivers refresh is also part of the Landover, Md.-based chain’s The Little Things Are Giant campaign, which seeks to position the company as a means for shoppers to save time and focus on what matters most.

Home delivery from Giant Delivers is now available to more than 6 million shoppers living in more than 300 ZIP codes in the Washington area. Giant operates 163 stores in Washington, Maryland, Delaware and Virginia.

“Giant has been the trusted neighborhood grocery store for over 80 years, and we are continually looking for new ways to serve our community's evolving needs and shopping preferences,” said Ira Kress, Giant Food’s interim president, in a release. “Building out our e-commerce services, including Giant Delivers and Giant Pickup, lets us truly put the ‘solution’ in meal solutions. We handle the picking and packing, delivering straight to car or doorstep, giving our shoppers that extra helping hand they need.”

Under Ahold Delhaize’s U.S. strategy, Peapod, the Chicago-based e-commerce platform also owned by the company, is transitioning to an enabler of e-commerce for retail brands rather than its provider as the company integrates its commerce platform into the digital homes of its brands. Giant said that integration would be complete later this year. Existing Peapod by Giant customers will not experience any interruption of service, Giant said.

Giant Delivers is available on-demand and offers unlimited delivery for an annual fee of $99.

Giant said the integrated offerings fit the way its customers shop, whether in-store or via curbside pickup or home delivery. Pickup is available at more than 65 locations today, with 100 locations slated to open in Washington D.C., Maryland, Virginia and Delaware by the end of the year.

Giant said it has also expanded assortment available for pickup, including more than 20 meal kit solutions and locally curated food favorites such as breads form Capital Baking Co.; Capital City mambo sauce; grass-fed and dry-aged beef from Roseda; homemade and all-natural soups from Soupergirl; authentic fine sausage from Logan’s Sausage Co.; and Otterbein’s classic cookies.

 

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