On Your Plate
Objective
Giant Food, a DMV-based grocery chain wanted to shine a light on its Healthy Living program and the fantastic in-store nutritionists that make it all possible. We had already featured them in previous content, but knowing that community was a major focus for the brand, we wanted to highlight the one-on-one impact they have on customers.
At the same time, the Giant Delivers e-commerce platform was launching and Giant saw it as an opportunity to make their customers’ lives even easier.
Solution
The DMV area covers a diverse range of lifestyles including students, young professionals, families, and more that come with their own set of challenges. Whether it’s diet-based, time-based, or budget-based, we saw an opportunity to leverage the expertise of nutritionists as thought leaders to help solve these locals’ problems via offerings at Giant.
To achieve this, we created a comprehensive video series called “On Your Plate”, featuring practical tips, tricks, and inspiration for real people in the community. Shoppable recipes in these videos gave our local community (and our social followers) access to add items featured in these videos to their cart with just a few clicks via Giant Delivers.
This series was uploaded to their Youtube channel as well, extending the lifetime of these assets, and continuing to promote healthier habits.
Impact
This campaign was our biggest media push to date into social-first, long-form episodic video, and we drove great results:
- 5.2 million views (and counting!) at CPVs near or below benchmark
- More than 90,000 hours of watch time
