Giant Eagle
Instacart
The project:
Giant Eagle, a major grocery chain on the East Coast, runs two key banners—Giant Eagle and Market District. In late 2023, they took a big step by launching on the Instacart app, and we created an OLTV campaign to build excitement and drive engagement for both brands.
What we did:
Working with my copywriter partner, we developed unique scripts for each banner and produced two distinct 30-second spots. For Market District, we built a campaign around a cherished family recipe, tapping into the nostalgia of home-cooked meals. For Giant Eagle, we focused on the warmth of a family game night, showcasing how groceries bring people together.
To bring the campaign to life, we partnered with photographer Rob Williamson for principal photography, which we then transformed into engaging spots using our signature bento commercial animation style. On set, set designer Anna Raben created two distinct environments, ensuring every detail felt authentic to Giant Eagle’s audience. I led the photography art direction, as well as the storyboarding, design, and development of the OLTV spots, ensuring a seamless and visually compelling execution.
Results:
The campaign played a key role in Giant Eagle’s successful launch on the Instacart app, driving strong engagement. The OLTV spots performed exceptionally well, achieving a 1.1% CTR for Market District and 0.9% CTR for Giant Eagle, exceeding industry benchmarks.
