Retailers

Sweeping Changes at Giant Highlight New Branding Message

'For Today's Table' focuses on gathering for meals
Rendering courtesy of The Giant Co.

The Giant Co. this week is publicly introducing a comprehensive new brand platform designed to complete an ongoing evolution of the banner and set a course for its future growth by positioning it around the old and new ways families are gathering to eat. The “For Today’s Table” campaign will play out in multiple ways, ranging from product assortments to store design and employee uniforms. It will be accompanied by advertising on multiple media fronts, including new graphics on delivery trucks.

For Today’s Table was created to express the notion that “the world is a better place when families come together at their table and connect over a meal, no matter where their table may be,” said the Carlisle, Pa.-based Ahold Delhaize division, which operates nearly 190 stores under the Giant, Martin’s and Giant Heirloom Market brands

“For Today’s Table is grounded in our strong belief that gathering around the table for a meal with your family to make meaningful connections is now more important than ever,” President Nicholas Bertram said in a release. “For almost 100 years, we have been entrusted to help families connect over food, at their table, no matter where or what the ‘table’ may be. It sets the stage for our go-forward strategy, crystalizing our commitment to customers, team members and the community, inspiring us to double down on future growth and investment.”

Giant has been the beneficiary of new energy in recent years, from the introduction of a new store format, expanding its growth into denser and higher spending areas such as Philadelphia, the renaming of the company, relaunching e-commerce and new logos, as first reported by WGB.

A new TV spot, launching Sept. 3, focuses on the power of the family unit and how families need to connect and the real way they do it, Giant said. Over the past several weeks, The Giant has been filming five real families for the spot to capture what it said was “honest and heartfelt” family moments.

“This latest campaign brings For Today’s Table to life in an authentic way, showing what families go through and the real solutions The Giant Co. can offer,” said Matt Simon, Giant’s chief marketing officer.

Innovation and Inspiration for Families

Giant said stores would evolve both in design and assortment under the new branding, with an eye toward providing shoppers time to connect around the table. In the coming months, the company will be introducing convenient meal solutions, products, technologies and services to make it easier for families to gather together.

It will also begin to test new in-store innovations such as smoothie bars and kombucha taps, and debuting at its flagship store in Camp Hill, Pa., this fall are made to order salads, wraps, soups and grain bowls through a new partnership with Saladworks.

Specifically, The Giant Co. said it would appeal to families seeking meal inspiration and savings by:

  • Introducing “All Set,” an easy way for customers to identify meal solutions, including prepared, heat and eat, and more.
  • Expanding its Meal Deals program and Meal Kit assortments, offering additional protein choices, new flavor profiles and meal ideas.
  • Increasing shelf space for key categories, including plant-based, global flavors, specialty foods such as artisanal cheeses and meats, and health and beauty.
  • Investing in private brands through the launch of hundreds of new items over the next year, in response to growing demand for high-quality, affordable items. This month, the company introduced its new cook-in-bag line and is also currently rolling out a new item in its Nature’s Promise Kids line, Crustless Sandwiches. Available in grape and strawberry jelly, the sandwiches meet a need of customers by being dairy-, peanut- and tree nut-free.

Omnichannel Growth

The company is busy completing the previously announced growth projects and store makeovers designed for today’s busy families.

In its home market of Harrisburg, Pa., the company announced Aug. 24 that it will celebrate the opening of its new Swatara Township Giant on Oct. 23.

The company remains on track to complete the 35 store remodels that are either now underway or will begin in the coming months. Varying by store, these remodels include the addition of more Beer & Wine Eateries, new convenient amenities, refreshed departments and updated modernized decor both inside and outside the stores.

In addition, the company said it would reveal plans for additional stores across Pennsylvania later this year, expanding its presence in key markets while also investing in its e-commerce business. Online delivery and pickup services will expand to 10 additional stores in Pennsylvania and West Virginia, later this year, bringing the service to a total of 158 stores across the company by the end of the year.

Giant University

This fall, the company said it would introduce a learning lab to support professional growth opportunities for workers across the company. Named “Giant University,” participants will be able to grow their careers through enhanced skills training focused on the future of retail while developing leadership behaviors that will help bring the company’s purpose to life for team members, customers and communities, Giant said. The program complements existing tuition reimbursement and degree programs with Capella University and Strayer University.

In addition, the company has introduced Stress Free Now, Cleveland Clinic's clinically proven, six-week online course to help manage stress and increase positive emotions and energy. Available to team members at no charge, it teaches relaxation techniques to manage one’s reaction to stress.

“The most important connections we have are those with our team members. They are the core of The Giant Co. and at the heart of the customer experience,” Bertram said. “Our focus is on helping them discover their own unique path to success by growing through new opportunities and making a difference.”

As part of the brand relaunch, the company will introduce new work wear for store team members as well as name badges inspired by the For Today’s Table branding. The new work look, versioned for the company’s Giant and Martin’s brands, will consist of red T-shirts that highlight the brand’s passion for bringing fresh food to the table and the new name badges will also recognize team members who speak other languages or have served in the military. All stores are also in the process of refreshing their break rooms to promote camaraderie among the store teams.

Charitable Focus

Giant said it was focusing charitable efforts on Changing Children’s Lives, Eliminating Hunger and Healing Our Planet. The company will continue to direct millions annually in support of nonprofits dedicated to these causes, building upon its heritage of supporting local communities and living its purpose: Connecting Families for a Better Future.

To that end, the company recently launched a paid volunteerism program, encouraging team members to take an active role in their communities to support the causes that matter most to them.

In recognition of and to raise awareness of Hunger Action Month, on Sept. 1, the company will launch a multifaceted campaign to help families fighting hunger. The month-long campaign will include in-store elements, social activations, and team member volunteerism, as well as financial and product donations, and opportunities for customers to join in. Through these efforts, the company expects to donate 12 million meals to Feeding America, the nation’s leading hunger relief organization.

As part of its long-standing commitment to be a steward of the environment and sustainable retailer, The Giant Co. has its sights on:

  • Planting 1 million pollinator plants in 2020 and 100,000 trees by 2021.
  • Reducing plastics in its private brand packaging by 25%, reaching 25% post-consumer recycled materials in plastics in packaging and 100% reusable, recyclable or compostable packaging by 2025.
  • Reaching Zero Waste at all stores by 2025 through waste reduction and food donation efforts.

The retailer said it would also continue its work with key partners such as regional food banks, Children’s Miracle Network Hospitals, Planet Bee Foundation, the Philadelphia 76ers and the Philadelphia Phillies on new initiatives to drive further awareness and engagement among customers, team members and communities.

“If families are strong, our communities are strong, and if our communities are strong, our world is strong. We believe that it all starts with those meaningful connections around today’s table, and that starts with us. Today, tomorrow and always, The Giant Co. continues to be inspired to grow inclusively, improving the lives of our neighbors and team members,” Bertram said.

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