Giant Food
Instagram Refresh & TikTok Launch
Challenge: Appeal to a younger and more diverse audience with a creative refresh, an Instagram-first content strategy, and the introduction of a TikTok account.
Solution: Brighter colors, delicious food trends (mmm birria), and new series spotlighting minority-led brands at Giant.
BEFORE
AFTER
Food Formations
Challenge: There’s no shortage of food photography on Instagram—so when Giant launched its channel, we needed to find a way for the brand to stand out among the rest.
Solution: Plated dishes and high-quality food styling make for a great aesthetic, but people love the deconstructed style of a recipe post. So why not deconstruct a food item itself?
Shoppers’ Guides
Challenge: Provide value beyond a step-by-step recipe video, and be a resource to customers who may need help navigating the aisles.
Solution: A series of guides that taught the basics on “intimidating” foods like beets, kombucha, scallops, artichokes, and tempeh. The series eventually expanded to help customer shop for events like Date Night In and a COVID-Friendly Thanksgiving.
Nutritionist Content
Challenge: Giant has a team of nutritionists who are normally available for consultations and in-store classes, but because of COVID-19 restrictions, the team is working from home.
Solution: The “On Your Plate” series was produced to show Giant’s nutritionists providing real value to real families, but it was filmed right before the pandemic. To make it more relatable and sensitive to the “new normal” our shoppers were facing, I rewrote the intro scripts and directed a virtual shoot with the host and implemented it into the existing edits. I also worked one-on-one with the nutritionist team to develop a content plan on Instagram Stories that allowed them to provide the same value and advice that they do in-store—but from their kitchens! Check out my blog post for more details.
Employee Appreciation
Challenge: Thank our associates—essential workers of the COVID-19 pandemic—for all their hard work using only existing assets (due to travel and shoot restrictions).
Solution: Giant has an ongoing campaign called “#GiantHasIt,” which spotlights unique or local products on its shelves. For this content, we took a spin on the phrase to instead spotlight the qualities that Giant’s associates possess. Using a mixture of footage shot for a local news spot, user-generated content, and social conversations, we were able to create a powerful piece of content (all while working from home) to honor them.
Roles: Associate Creative Director, Content Strategist, Copywriter