Food Formations Content

Giant Food | Social Content

The Brief: Giant Food is a supermarket chain operating in Maryland, Virginia, Delaware and D.C. areas. Shortly after launching its Instagram channel, Giant Food challenged us to come up with an Instagram-specific content series that could promote their seasonal products with a fun, photography-first aesthetic the platform’s audience loves. There’s no shortage of food photography on Instagram, so our biggest challenge was finding a way for the brand to stand out among the rest.


After thinking about the food-related posts we typically see. Plated dishes and high-quality food styling make for a great aesthetic, but people love the deconstructed style of a recipe post. So we thought to deconstruct each product or piece of produce and call it #FoodFormations.

The goal of the campaign was to drive awareness of their quality products. When compared to the average awareness posts for the same time period, we saw costs drop 75%. This campaign also won a Platinum MarCom Award!

Role: Concept Development | Set Design | Art Direction | Styling Support | Editing Support

 

ACD: Allison Clark

Senior AD: Angela Renai Comer
Junior AD: Jessi Chang

Senior CW: Michelle Greenbaum

Photo: Gillian Stippa

Agency: Likeable Media 

Always-On Content

Giant Food Stores | Social Content

The Brief: In addition to the above campaign, we also made monthly organic and paid always-on content for Giant Food. The challenge they posed to us was to help them improve customer sentiment and to promote awareness of the brand.

At Likeable, we created a comprehensive Social Playbook complete with a competitor audit, cohesive social style guide to work with Giant Food's existing branding, and unique content pillars. These pillars included creative approaches to lifestyle content, product promotions, and how-to educational content.

 

Over time we achieved a lift in store visits, sales of specific in-house brands, increased their following, and created positive sentiment among their customers. 

Role: Concept Development | Set Design | Art Direction | Styling Support | Editing Support

ACD: Allison Clark

Senior AD: Angela Renai Comer
Junior AD: Jessi Chang

Senior CW: Michelle Greenbaum

Photo: Gillian Stippa

Video: James Berry

Agency: Likeable Media