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Giant Food kicks off ‘This is Home’ TV spot to celebrate community, culture

The campaign brings new life to the legacy brand and emphasizes the grocer's history and foundational role in the DMV.
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Giant Food, a greater Washington, D.C. regional grocery chain, has launched its 2024 brand campaign, This is Home. Leveraging the emotive power of spoken-word poetry, This is Home highlights the grocer's role as the heartbeat of the community while celebrating culture, value and a sense of belonging, the brand says.

"We view our 165 locations as 165 communities that we are serving, each with a unique set of people, places, backgrounds and identities that are intricately woven into a distinct haven of pride and joy," said Kate Kowalzik, director of brand management and creative at Giant Food. "We wanted each of these communities to feel connected, represented, and celebrated in the creative."

The core 60-second spot emphasizes Giant's unique roots in DC, Maryland, Virginia (the DMV) and Delaware. Opening its doors in 1936 on Georgia, Ave. in Washington, Giant has been part of the fabric of the communities it serves for 88 years. With callouts to Millville, McLean, Baltimore and D.C. and visuals of Graffiti Alley, the Glen Echo Park Carousel, Old Town Alexandria and the National Mall, This is Home celebrates the diverse communities throughout the DMV and Delaware.

[Read more: Giant Food dialing back e-commerce operations]

Giant sought out relationships with local spoken word poets, who not only starred in the final spot but also created 30-second testimonials about the role Giant plays in their life and community. In addition to the testimonials--set to be unveiled throughout Q1--Giant will continue to partner with local spoken-word artists and community representatives to bring the campaign to life through a variety of mediums.

"When we had the initial idea for this campaign, I don't think we even realized how deeply it would connect to the communities Giant serves," said Matt Moore, co-founder and chief creative officer of Heart & Soul Marketing. "We had the privilege of working with amazing local artists, seeing and experiencing the DMV first-hand, all to help bring Giant's communities to life in a powerful new way. This pushed our team and our client to new heights through deep strategic and creative discussions, and we are so excited to see it go live."

[Read more: Giant Food expands Flexible Rewards Loyalty Program with pharmacy offerings]

The campaign will appear across broadcast TV and CTV throughout the DMV and Delaware, with extensions across radio, social media, out-of-home and in-store. View This is Home here.

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