Giant Eagle
Taking Your Brand to Market
Recognized as a pioneer of the modern supermarket, Giant Eagle has taken great pride in paving the way for the future of grocery shopping since 1918.
Time to Restock the Advertising Aisle
Digital marketing offers unique opportunities to close the loop between advertising spend and on-the-ground results.
The large supermarket business is a highly competitive arena. Building and maintaining market share is, to a significant degree, dependent on customer loyalty to the brand. Giant Eagle recognized that differentiating the brand was a critical business priority, developing the emotion-driven My Giant Eagle Advantage campaign to tackle that challenge head on. Featuring brief video testimonials – from both consumers and Giant Eagle associates – the campaign was originally conceived for broadcast but was equally well-suited for repurposing online.
A Healthy Mix of Online and Offline
Giant Eagle runs advertising and promotions targeting a sweeping range of business units and priorities including annual awareness campaigns, pharmacy, Foodperks and Fuelperks, gift cards, eOffers, and weekly and seasonal specials and promotions.
We helped Giant Eagle prioritize which of these initiatives would generate the highest ROI. We then helped drive increased awareness and traffic through improved targeting in media buys, contextually relevant placement, and an added emphasis on targeting female consumers. A follow-up study demonstrated the positive impact on brand awareness measures and provided guidance on how to optimize the spend going forward.
The large supermarket business is a highly competitive arena. Building and maintaining market share is, to a significant degree, dependent on customer loyalty to the brand.
Results
A Supermarket with Super Marketing Results
For the first time, Giant Eagle ran video ads, most notably on Hulu.com (pre- and post-roll with accompanying static display units) that targeted programming with strong overlap to the grocery market. The campaign delivered an effective repurposing and extension of offline campaign creative and optimized cost efficiencies through a tight collaboration with the partner agency.
Overall, campaign impressions were in the millions, and click-through rates surpassed industry benchmarks.