The supermarket company Giant
Food Stores is advertising direct e-commerce services through a series of
television ads. These are promoting its Giant Direct and Martin’s Direct online
shopping solutions.
The Giant Direct brand was introduced earlier this year. It
is now available from 115 locations across four states in the USA. By the end
of this year, 90% of the retailer’s customers. The advertisement features two
company employees in Pennsylvania delivering orders to waiting clients. The ads
come in 15- and 30-second spots and they contain the taglines “Everything you
need, hand-picked and fresh. Direct from us to you”. Both advertisements used
humour to demonstrate a relatable take on grocery pick up. The creative development
and production of the ads was handled by the Brownstein Group. The company said that it wishes to offer an
authentic, personal touch for the forward-looking Giant Direct service. They want
to spread the message that consumers do not have to worry about grocery
shopping. They can enjoy themselves and leave that to the supermarket company.
Regional grocers like Giant
are banking on the professionalism of their employees and on their personal
connection that they have with online customers to solve trust issues that
shoppers may have.
Giant
is promoting e-commerce services
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