By: Allison Febrey, Assistant, Health & Wellness/FMI Foundation/Food & Product Safety, Food Marketing Institute
Family meals “made it” to the small screen by starring in GIANT Food Stores’ first TV ad focused entirely on life happening around the dinner table. Gold Plate Award-winner, GIANT Food Stores, “Power of One More Family Meal” campaign reached 65 million people in-store, at home, and in their communities.
In-store “Wellness Walks” led by GIANT’s nutritionists helped show families how they can capture “the power” with tips for easy-to-prepare dinners, ready-to-eat choices, and fresh ideas to make mealtime fun, healthy and achievable. More than 1,500 associates brought the campaign to life with in-store displays to make finding and saving money on family meals easier for customers.
At GIANT’s support office, teams reached out to more than 50 manufacturing vendors including: Unilever, Kraft, Old El Paso and GIANT’s own private brands to support the campaign. A cross-functional team met weekly to develop customer inspirations to encourage all families to experience the “Power of One More Family Meal.”
The out-of-store experience was amplified by the launch of GIANT’s TV ad celebrating family meals.Broadcast radio, billboards, and GIANT’s website provided inspirational snapshots of the “Power of Family Meals.” Mailers and GIANT’s own Savory Magazine provided recipes, tips, and other resources to encourage and promote family meals. Social media intertwined videos of quick and simple recipes with celebrations of how the company and its customers are helping to make family meals easier for those who are food insecure in local communities. Each week, the in-store circular focused on providing quick and easy solutions with cost-saving offers across breakfast, lunch and dinner to further solidify the message that beneficial family meals can happen at any time of day.
As a long-standing commitment to local communities and through strategic year-round partnerships with local food banks, GIANT proudly donated over $50 million, as well as, products to hunger relief organizations over the last five years. Through these strategic partnerships, more than 1 million meals have made it to the plates of families in need. GIANT employees logged more than 350 volunteer hours at the Central Pennsylvania Food Bank to make achieving family meals easier for food insecure families.
Now is the perfect time to start planning for National Family Meals Month™ September 2019. There is no fee to participate. To see more of all the great family meal activities from this past September, watch this sizzle reel. Go to www.FMIFamilyMeals.com for ideas on how you and your company can join the movement. Learn more about some of the award-winning programs on our Gold Plate Awards page.