In a crowded market of anonymous global big-box grocers and crafty niche organic markets, it’s not easy being the regional grocery chain in the middle of it all. Just ask Giant. They needed an ownable way to stand out while increasing basket size, so we dug in and searched for an irrefutable truth — one they could stand behind. That truth, as it turns out, had been there since 1936. After 86 years of operation, Giant was the longest-standing grocer in the DMV, making them the ONE truly local grocer.

That was the insight — now for the idea. In a post-pandemic world of virtual reality and zoom fatigue, we discovered Giant’s most loyal shoppers (Women: 28-43) were craving authentic experiences and real stories — for locals, by locals. Giant can do that in spades.

Enter Find Your Local.