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 social ad costs drop 75% for these. 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