• by Fern Siegel , 82 minutes ago

Since its debut in 2024, Giant Food has positioned itself as a hometown grocery store that connects communities across Maryland, Virginia, Delaware and Washington, D.C.

As of August, it has 166 stores, as well as an online shopping and delivery to New Jersey via Giant Direct.

Heart & Soul Marketing is now extending the brand's "This is Home" platform. The latest iteration of the campaign focuses on value, fresh food and quality.

The creative includes new 30-second and 15-second spots in English and Spanish running across broadcast, streaming, social, YouTube, TikTok and in-store media. The campaign features real community members, homegrown spoken-word artists and recognizable locations throughout the Mid-Atlantic, producing work that feels distinctly local.

The media budget for the second half of the year is approximately $4.5 million on TV and streaming, per the company.

"Partnering with Giant's marketing team allowed us to protect a powerful brand story, while adapting to today's value-conscious consumer," Matt Moore, Heart & Soul Marketing, President-CCO told Agency Daily. "Built with hundreds of creative assets, the campaign delivers on both priorities."

Founded in 1923, Giant Foods is now a subsidiary of Ahold Delhaize, a Dutch company.