Giant Food is joining forces with P&G and Kellogg's for an omnichannel Pride Month celebration that will feature exclusive recipes, special offers from the CPG powerhouses and a limited-edition Pride-themed cereal.
An "immersive e-commerce experience" at GiantFood.com throughout June will include recipes and shopping lists from chef, cookbook author and LGBTQ+ advocate Elizabeth Falkner, as well as offers for free pickup or delivery of orders containing at least $15 (for pickup) or $25 (for delivery) of participating branded products. Giant also will highlight LGBTQ+-owned brands on its website.
"Over the past year, we have been working to bring more awareness to our LGBT-owned products through our shelf labeling program and media campaigns," Giant Food President Ira Kress said in a news release. "The Pride Month online experience is another great opportunity for customers to discover these products and join us in supporting our LGBT business partners."
In store and online, Giant also will offer Kellogg's limited-edition Together With Pride cereal, developed in collaboration with GLAAD and featuring "berry-flavored rainbow hearts dusted with edible glitter."
Landover, Md.-based Giant, which operates 164 stores in Virginia, Maryland, Delaware and Washington, D.C., also will match a $12,500 donation from P&G to benefit Can't Cancel Pride 2021.
The return—albeit sometimes delayed—of in-person Pride celebrations this year is a welcome development in cities across the country, for which the events have provided a business boon and offered high-profile sponsorship and marketing opportunities. Last month, Cincinnati-based Kroger sent refrigerated grocery trucks to Tampa's Pride Parade to showcase its expansion into a market where the company doesn't have any physical grocery stores—rather, Tampa-area delivery orders are being fulfilled via a new customer fulfillment center built in Groveland, Fla., with tech partner Ocado.
And Minneapolis-based Target, which this week announced its largest-ever collection of Pride-themed products (including more decor for at-home celebrations) is a platinum sponsor of NYC Pride, which will host an in-person march on June 27.