Two families from Montgomery County are among five families featured in a recent television advertisement and marketing campaign for The Giant Company. The campaign includes a TV commercial that aired on September 3rd. The campaign also includes Giant’s website, billboards, social media, email and print.
The campaign introduces the Ly family from Montgomery Township – Stacy and Trung Ly and their children Jocelyn, 7, Quinn, 5 and Stella (3); and the Pennsburg Butt family – Tanisha Butt, 13-year-old twin daughters Deysha and Deyahna Nelson, and Butt’s mother Ruby Conquest.
The marketing campaign is part of the launch of the grocery chain’s rebranding initiative: “For Today’s Table” and celebrates real people. The message of the campaign, according to the company, is that the world is “a better place when families come together at their table and connect over dinner, no matter where their table is.”
“To really capture the essence of For Today’s Table, we wanted to create something authentic and relatable, and there was no better way to do that than introducing our real customers and their families,” said Matt Simon, chief marketing officer, The Giant Company said in a press release.
To capture real life, each family was asked to film themselves over several weeks in August. The result was hours of recordings as the families moved through daily life.
According to April Mock, Director of Brand Management at The Giant Company, The Giant Company searched for its stars through social media and traditional casting calls to “find our customers who were willing to share their lives with us and who weren’t Written moments that make family unique. “
Tanisha Butt and Stacy Ly both said someone sent them the casting information.
“I read it and thought yes, we are,” said Butt. “We are a family that finds ways to be loving and creative in our household. We post videos of things we do around the house – meals, music videos, creating an ice rink. How could I pass this on? It was who we were so I thought I was going to submit. I thought they would get our authentic selves. “
“When I clicked the casting link and looked through the questions, it was totally us. We’re all about food, ”said Ly. “I filled out the questionnaire and said we are a family that has never taken care of a separate children’s menu.” She added that her daughters have “sophisticated” taste buds that arise from exposure to a wide variety of foods – much of which is cooked by husband Trung Ly.
“He is of Chinese origin, he grew up in Vietnam and emigrated when he was 5 years old. He has a huge cultural influence on our food,” she said.
Butt said it took the family about a day to feel comfortable knowing there was a camera nearby.
“It’s one thing to live day after day, but when a camera is watching us it was more uncomfortable. You suddenly start paying attention to what you are doing,” she said. During the time the family was watching the camera Butt said they recorded themselves cooking, eating snacks, shopping, playing games, biking, watching TV, and eating outdoors.
“They wanted to see how today’s families juggle crazy lives. They wanted to see how we made mealtime a priority and specialty, even if it meant we did it on the run,” Ly said, adding that the family built forts, fished, played outside, ran through sprinklers, and rode bikes.
Simon said the end product exceeded the company’s expectations, adding that Giant believes the stories “resonate with our customers.”
Both families said the experience was good.
“I felt that although we do these activities on a daily basis, when we shoot we think about who you are and what your life is about. It allowed us to see ourselves for who we are, ”said Butt.
“I loved filming and it was nice to be with my family,” said Deyahna Nelson. Her sister Deysha said photos capture moments, but now you have this video to watch over and over again: “You see things you do every day.”
Ly said before the recording actually started she realized she was going to let people into her house.
“You would see everything on video,” she said. “I had a moment for” Are we really doing this? “They gave good feedback and allayed our fears. There was constant communication feedback, tips and tricks, and encouragement. All of which made it amazing.”
And see the commercial for the first time? Both families said they started hearing from friends before they even realized the commercial was airing.
Ly said when she found out the commercial was airing, she went to YouTube. Their oldest daughter was home so they watched it together.
“It was surreal. They had so much footage that we had no idea what they were going to choose. It was “Hey, there we are,” she said. “That night we sat the girls down and saw it. Once we settled in, we heard the music and the girls squealed and jumped up and down. They were on TV – live.
“There were so many memories that weren’t captured in advertising, but they’ll stay with us for a lifetime.”
Butt said hearing from people who saw the family on billboards, on TV, or at the gas station, “was the most amazing and WOW factor for us.”
“I knew it was going to be seen but didn’t know what level it was. It’s a wonderful and humiliating feeling. It spreads the positivity of family and love. This is us and what we are about,” she said.
The new campaign also includes a recording of “Teach Your Children” by Crosby Stills Nash & Young, which is covered by giant contributor Hannah Reesem. The other families featured in the campaign are from Jamison, Pennsylvania, Hagerstown, Maryland, and Harrisonburg, Virginia.
Visit for an expanded version of the TV ad with additional scenes https://youtu.be/uTVbsnU2ecw.
For more information on For Today’s Table, see https://giantfoodstores.com/pages/our-brand.