For the past two years, Giant Food has built one of the grocery category’s most distinctive creative platforms with This Is Home—an ongoing campaign celebrating the people, places and communities that have defined the Mid-Atlantic for generations.
Now, Heart & Soul Marketing is taking the platform into its next chapter.
The newest iteration of This Is Home introduces a stronger emphasis on everyday value, fresh food and quality, while preserving the emotional, spoken-word storytelling that has become synonymous with the Giant brand. The campaign includes a new :30 brand anthem and companion :15 value spots in English and Spanish running across broadcast, streaming, social, YouTube, TikTok, in-store media and more.
The new work has tested well:
85% of respondents liked the video, similar to 2023 (83%); only 3% disliked it (less than previous ad tests)
92% felt a positive emotion after watching the video
The top three emotions felt were “welcomed,” “interested,” and “happy.”
The top unaided messages of the video were “home”, “variety”, “fresh” and “quality”
Building on Brand Love—Not Replacing It
Many brands respond to changing market conditions by abandoning what worked and starting over.
Giant chose a different path.
Since its debut in 2024, This Is Home has helped reposition Giant as more than a grocery store—it’s a hometown brand rooted in the neighborhoods, traditions and everyday moments that connect communities across Maryland, Virginia, Delaware and Washington, D.C. Rather than reinventing the platform, Heart & Soul evolved it for today’s shopper.
Adding Value Without Losing Heart
With grocery shoppers increasingly focused on stretching every dollar, the newest campaign had a clear challenge: reinforce Giant’s value credentials without sacrificing the emotional connection the platform has built.
The solution was to weave stronger messages around savings, fresh produce and quality throughout the creative while maintaining the authentic storytelling, local voices and spoken-word performances that audiences have come to associate with This Is Home.
Rooted in the Communities Giant Serves
The campaign once again features real community members, homegrown spoken-word artists and recognizable locations throughout the Mid-Atlantic, creating work that feels unmistakably local.
Dynamic cinematography, layered mixed-media visuals and authentic neighborhood settings reinforce the campaign’s central belief: just as the kitchen is the heart of the home, Giant is the heartbeat of the communities it serves.
Why It Matters
As many grocery retailers lean almost exclusively on promotional messaging, Giant is demonstrating that value and brand-building don’t have to compete.
By evolving an established creative platform instead of replacing it, Heart & Soul has shown how a regional grocery brand can stay emotionally relevant while responding to the practical realities of today’s shopper—proving that the strongest campaigns grow alongside their audiences.
