Summer 2020

Brought the region back outside — in “unprecedented times” — with an integrated omnichannel campaign that drove Giant’s best-ever sales in this period.

In grocery, you sell gatherings. In 2020’s public health and regulatory environment, we couldn’t.

As copywriter, I led campaign storytelling in this period — developing a summer campaign around small gatherings outside. I wrote copy and gave creative direction for over 80 deliverables.

I also scripted the above television/OLV spot about local produce, supervising agency revisions and delivery.

Wins:

• Giant’s best recorded sales results for this period in company history — above and beyond elevated spending the grocery industry saw that year

Deliverables: Television/OLV, point-of-sale and visual merchandising, display, print, website/in-app e-commerce experience

Role: Copywriter

Designers: Jordan Erb, Hayley Frazier, Jen Rice

Giant Flexible Rewards

Launched Giant’s newest loyalty program with an integrated omnichannel campaign that converted at 30% over target.

Giant Flexible Rewards was a big deal, but for customers, it couldn’t be — it had to be extremely simple with a value that was immediately apparent.

I developed core product positioning and storytelling with the Loyalty team before concepting and writing about 30 pieces for the launch campaign.

Wins:

• Reached 130% of initial signup goals

• Acquired a high-value target audience: Six months after launch, Flexible Rewards users shopped more regularly than the average and spent about twice as much per shop

• Awarded one of America’s Best Loyalty Programs in 2021 (Newsweek)

Deliverables: In-store, in-app, and e-commerce experiences; email, direct mail, recipe, and YouTube pre-roll ad placements

Role: Copywriter

Designers: Jordan Erb, Marcus Fitts

Creative Manager: Brad Bell