Summer 2020

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

Challenge: Excite and inspire customers for summer, driving spend with rich storytelling — the grilling-poolside-stay-at-home vibe of that first pandemic summer coupled with peak local produce. .

Role: Copywriter

  • Led storytelling and creative copy direction across campaign and all deliverables

  • Released 100+ print, digital, in-app and social deliverables with designers and art directors

  • Scripted a television/OLV spot, supervising agency revisions and delivery

Business results: 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

Giant Flexible Rewards

Launched Giant’s most ambitious loyalty program to date, converting a high-value target audience that powered organic referrals.

Challenge: Launch Giant Flexible Rewards with an integrated campaign that makes it simple and approachable in a cluttered, competitive loyalty landscape.

Role: Copywriter

  • Led creative and copy approach with Loyalty team, developing creative strategy and product narrative

  • Developed over 30 pieces for campaign launch

Wins:

  • Hit 130% of initial signup goals

  • Landed and resonated with a high-value target audience: 6 months after launch, Flexible Rewards users shopped more regularly than the average and spent about twice as much per visit

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

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