Company : Giant Food Stores, LLC
Program category : Health

Origins:

Founded in 1923 as the Carlisle Meat Market, GIANT has grown to include more than 170 stores serving families in Pennsylvania, Maryland, Virginia, and West Virginia. Through this expansion and evolution of services such as Peapod online ordering, the company has proudly remained connected to its neighborhood roots and commitment to offering fresh, quality meats, produce, and grocery items to its customers. Part of our mission at GIANT is to be good neighbors to the communities where we work and serve. And it’s our amazing community partners, who do such incredible work on the front lines, who make this mission possible. Our commitment and partnerships focus on eradicating hunger, promoting healthy kids, fostering healthy families, and supporting our troops and their loved ones. After all, we’re part of the community, too. And we’ll continue to do our part simply because we can. And we should. In honor of GIANT’s 95th anniversary, we embarked on a year-long, multi-faceted, best-in-class campaign that engaged all audiences and celebrated and thanked all our partners with #oneGIANTthanks. We showcased our commitment to being a community supporter by having our associates out in the community volunteering and by awarding seven major gifts totaling more than $3 million. With our “Bag Hunger” and “Season of Sharing” programs, we were also able to donate more than $1.5 million to local food banks and community non-profits as well as activating our associates to volunteer.

Contribution:

The following contributions were made to honor our 95th anniversary and give one GIANT thanks to our community partners:
• Philabundance - $1,000,000
• Central PA Food Bank - $800,000
• Children’s Hospital of Philadelphia - $570,000
• Penn State Health Children’s Hospital - $280,000
• Second Harvest Food Bank - $216,000
• Janet Weis Children’s Hospital - $150,000
• Blue Ridge Area Food Bank - $120,000 2018 Bag Hunger initiative:
•Customers donated $1 at checkout and raised $1.5 million that was distributed to more than 100 food banks and food pantries across our footprint.
• Our associates also volunteered at several locations when the check was presented re-stocking shelves and sorting food donations. Season of Sharing initiative:
• Our associates donated $35,000 and provided hands on volunteer service to local nonprofits tied to our three main charitable focus areas. Examples include Salvation Army, Common Ground Café, and Hazelton Integration Project.

Objectives:

Our program objectives were to: • Help GIANT/MARTIN’S become the most admired grocery brand by positively influen
cing the behavior of our associates, customers, media, community partners and government leaders
•Grow brand awareness, engage our associates, and strengthen customer loyalty with compelling storytelling, associate volunteerism, and events that generate positive earned media
• Position GIANT/MARTIN’S as a grateful and humble leader in the community
•Donate a total of $3 million to food banks and children’s hospitals
• Generate one million social media impressions

Impact:

Our program objectives were to: • Help GIANT/MARTIN’S become the most admired grocery brand by positively influen
cing the behavior of our associates, customers, media, community partners and government leaders
•Grow brand awareness, engage our associates, and strengthen customer loyalty with compelling storytelling, associate volunteerism, and events that generate positive earned media
• Position GIANT/MARTIN’S as a grateful and humble leader in the community
•Donate a total of $3 million to food banks and children’s hospitals
• Generate one million social media impressions

Quote:

Nicholas Bertram, President, GIANT Food Stores, LLC: "Supporting the community and giving back to the neighborhoods we serve, through financial support and volunteerism, has been a part of the GIANT culture for 95 years. Our teams of associates are passionate about serving their communities, both in and outside of our stores. There’s no better time than our 95th anniversary to reflect on our company’s success and express thanks to our associates, vendor partners, customers and communities, all of whom have made it possible for us to be here today. Our Community Partners are working to make a significant impact in our regions, and we are taking the opportunity of our 95th anniversary to thank them."