Giant Food Names Heart & Soul Marketing Strategic Creative Agency of Record

Giant Food, the leading greater Washington, D.C. regional grocery chain, has named Heart & Soul Marketing, LLC its strategic creative agency of record (AOR). With a deep history rooted in the DMV (DC, Delaware, Maryland and Virginia), Giant Food has turned to Heart & Soul to develop a fresh brand campaign focused on a shared sense of community that helps modernize its image, while maintaining its position as the leading local grocery chain in the metropolitan area.

“We are thrilled to partner with Heart & Soul Marketing, a disruptive agency known for their breakthrough creative solutions and compelling brand strategies,” said Dyani Hanrahan, Vice President of Marketing for Giant Food. “We have been proud to be a part of the community for more than 87 years and their fresh perspective and commitment to connecting with consumers aligns with our vision to share the stories that make Giant Food so special to the 165 communities that we serve.”

Heart & Soul was selected through a nationwide RFP process spearheaded by the Mercer Island Group, a management consulting firm in Washington that has a long working history with Giant Food and its holding company, Ahold Delhaize.

The boutique agency, with roots in Phoenix, AZ, brings a disruptive outsider perspective to the venerable grocery retailer. Founded in October 2020, Heart & Soul offers its clients breakthrough creative solutions anchored in compelling brand strategies and human truths. As the agency partner, Heart & Soul will be responsible for bringing the overarching brand strategy and creative direction to life, while supporting seasonal campaigns and Giant’s growth drivers.

The scope of work is expected to include creative concepting and campaign development for television, radio, out-of-home, seasonal and in-store. The new campaign, which is expected in early 2024, will continue to build Giant’s vision of becoming the most trusted and loved local grocery retailer in the DMV, while showcasing how Giant nourishes its community through great food and strong human connections.

“Who would have imagined we could win an account more than 2,000 miles away? It proves that big enduring creative ideas have the power to connect when you do your homework on the target consumers and have the courage to offer solutions other agencies have not,” said Brad Casper, CEO of Heart & Soul Marketing. “At Heart & Soul we are willing to challenge convention and reach beyond what is expected of brands and industries to really connect with consumers.”

Giant Food will become a cornerstone client for the agency among other key accounts such as SIGMA Foods, parent company of Bar-S and Fiorucci Foods, the Howard Hughes Corporation and Arizona Department of Health Services. The new account is expected to increase the size of Heart & Soul by at least 20 percent, as they add critical positions in account services, copywriting, graphic design, production artists and social media.