Giant Eagle

Because It Matters

CHALLENGE

Giant Eagle had fallen victim to a common problem amongst regional grocers – fighting the pricing wars. Pricing became the number one priority for shoppers, while the total shopping experience became a nice-to-have. Deal-hunting, plus the ease of mobile and curbside shopping made every store interchangeable. This made their brand story more important than ever. And after a decade between campaigns, they needed a creative expression that would define their next era.

SOLUTION

Because It Matters What matters to you, matters to us. That’s why Giant Eagle creates a better grocery experience that nourishes life’s most important moments. We shifted the conversation and regrounded shoppers in the true value of a grocery store. In video, our cinematic language painted vivid portraits how Giant Eagle’s food intersects with life. We translated that feel into social, with assets that leveraged social-first shooting and editing techniques. We modernized the brand look and feel with a system that was flexible and impactful across media channels, product types and seasonal moments. Altogether, the campaign made a powerful statement and shifted Giant Eagle from a commodity to community cornerstone.

RESULTS

Because It Matters™ became the foundation of Giant Eagle’s new business strategy, with the brand committing $100 million to lowering prices, improving quality and remodeling stores. Additionally, the campaign garnered over 52M impressions and a 21.4% lift in brand recall across Meta properties.