July 6, 2021

How Giant Food Answered “What’s On Your Plate?”

Christina Sirabella

Giant Food was interested in spreading awareness of their Healthy Living program by spotlighting their in-store nutritionists. The nutritionists had been featured alone in content before, but with community being a key focus for the brand, it was important to showcase the true 1-1 impact they have on customers. During this same time period, the Giant Delivers ecommerce platform was rolling out, and Giant wanted to use that as an additional tool to help make their customers’ lives easier.

The DMV area consists of a wide range of lifestyles (students, young professionals, families, etc.) that each come with a unique set of challenges. Whether it’s diet-based, time-based, or budget-based, we knew we could use the nutritionists as thought leaders to help solve these locals’ problems via solutions available at Giant.

To do so, we created a long-form video series, On Your Plate, where we provided tips, tricks, and inspiration to real people in the community with the added bonus of shoppable recipes they—and our social followers—could add to the cart in just a few clicks. Keep reading to learn more about some of the folks we spotlighted in the series.

First up was D.C. locals Michael and Rachel Pulliam, who are juggling parenting with working opposite shifts and are always on the go with their kids’ extracurriculars. Giant nutritionists Thu and Jillian helped them save time in the kitchen by “batch cooking” and turning slow cooker turkey meatballs into two different meals that the little ones could even help make.

Next up was Christine Platt, a full-time children’s book author, activist, and mom who often struggles to keep up with her busy schedule. Giant nutritionists Mandy and Jillian helped her balance work and wellbeing with a simple and healthy slow cooker curry chicken recipe. It turns out that eating better while on the run doesn’t have to be so difficult after all!

And last but not least was Danielle Watson Murray, a busy mom who is also dealing with sensitivities to gluten and dairy and a nut allergy—which makes cooking pretty difficult. Giant nutritionists Kristen and Jillian saved the day with an easy recipe for chicken tinga tacos that’s enjoyable for Danielle’s family while also accommodating her dietary restrictions.

This campaign was our biggest media push to date into social-first, long-form episodic video, and we drove great results, with 5.2 million views (and counting!) at CPVs near or below benchmark and more than 90,000 hours of watch time. The series also set the standard for how long-form videos should be distributed and promoted for the brand in the future.

Want an awesome social media team behind your brand’s next campaign? Get in touch.


Tags: Big Brands, COVID-19, Creative, Facebook, Paid Media, Social Media, YouTube

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