The Launch
As a Copywriter at Giant, I led messaging strategy and campaign execution to launch Giant Delivers in 55 new Virginia ZIP codes, highlighting same-day grocery and alcohol delivery as a key differentiator.
The Problem
Drizly and Instacart already owned alcohol delivery, and a new delivery area means nobody knows you're there. We needed Virginia shoppers to learn three things fast: Giant delivers now, it's quick, and it's cheaper on the first order.
Messaging strategy
I structured messaging in layers to guide customer perception:
Primary Message
Giant Delivers is now available in more VA areas — with $20 off your first $60+ order and free midweek delivery.
Secondary Message
Same-day delivery in as little as 4 hours across 55 new ZIP codes.
Tertiary Message (Differentiator)
Beer and wine delivery now available — directly from a grocer’s online store.
Audience Framing
To drive conversion, the copy needed to influence:
Think: Giant Delivers has everything I need — groceries + beer + wine.
Feel: Delivery is easy, fast, and available in my neighborhood.
Do: Visit giantfood.com and place a first order.
The Result
Giant Delivers launched in 55 new Virginia ZIP codes, and Giant became the first grocer in the area to deliver beer and wine straight from its own online store.
The campaign ran across seven channels: radio, in-store audio, in-store signage, email, social, e-commerce, and LinkedIn hiring. Every piece pointed to the same first-order offer, $20 off $60+ with free midweek delivery.
I also wrote the hiring copy for the new Manassas warehouse, so the same launch recruited drivers and service selectors as well as customers.
Takeaway
When a service is new, lead with what it saves people, not what it is.
E-commerce
Caption: Local full-time and part-time positions are available at our new Giant Delivers warehouse! Benefits include competitive rates starting at $XX and flexible schedules. To join our Giant Delivers team, learn more and apply online at giantfood.com/careers.
Social
In-store signage
Live Read—Same-day delivery with beer and wine
:15 Hey Virginia shoppers, short on time? Giant has you covered with same-day delivery on all your favorite groceries—even beer and wine! Now in your area, get your must-haves delivered in as little as 4 hours so you don’t have to leave your couch. Next time skip the trip and shop online!
In-store—Prospective Employees
:20 Giant Delivers is now hiring in Virginia at our new Manassas warehouse! Local warehouse drivers and service selector positions are available with benefits including competitive rates and flexible schedules! Full-time and part-time roles are available starting at $XX. If you are interested in joining the Giant Delivers community, visit the in-store hiring kiosk to apply today.
In-store—Same-day delivery with beer and wine
:20 Guess what Virginia shoppers, same-day beer and wine delivery is now available in your area! Now you can get your all your groceries, even alcohol, delivered straight to your doorstep in as little as 4 hours! Plus, new customers get $25 off your first $100+ order and midweek delivery is always free. Save time on shopping so you can get back to what matters most.
Radio