The Giant Company Names New Agency of Record

Ahold Delhaize’s The Giant Company has selected Boston-based Allen & Gerritsen (A&G) as its new advertising agency of record. 

A&G will lead The Giant Company’s brand and multi-channel creative strategies and execution across its assets, which include Giant, Martin’s and Giant Heirloom Market stores and Giant and Martin’s Direct, the grocer’s e-commerce fulfillment offerings, according to a media release.

More specifically, the partnership will comprise The Giant Company’s approach to messaging, campaign and activation development, and measurement/data, creating an overall marketing strategy that reaches across channels (i.e., TV and digital video, print, radio, out-of-home (OOH), social, digital, mobile and in-store).

The announcement follows a “competitive search” of agencies to evolve The Giant Company’s advertising and marketing and build on its For Today’s Table brand strategy and 100-year heritage in Pennsylvania, Maryland, Virginia and West Virginia.

“We were impressed with A&G throughout the pitch process, from the way their team incorporated our values to their pulse on today’s shopper and ability to translate that insight into breakthrough work,” Joanna Crishock, vice president of marketing and commercial planning at The Giant Company, said. “Together, we’ll continue to show customers that there’s a reason The Giant Company has been a part of the foundation of so many families — and their meals — for generations.”

A&G is an independent, fully integrated advertising agency that specializes in communications, customer experience (CX), public relations, media and analytics in Boston and Philadelphia.

“We are thrilled to partner with The Giant Company,” Mike Raetsch, managing director at A&G, said in the release. “The brand has been a staple for so many of our team members throughout the years. The work we’ll have the opportunity to do with The Giant Company team embodies the best of who we are — leveraging smart consumer insights to create a high-impact, multi-channel creative campaign that meets shoppers where they are.”

Philadelphia-based Brownstein Group had served as The Giant Company’s advertising agency of record since 2018.