Giant Eagle - Advertising

Advertising

Giant Eagle currently uses the slogan "That's my Giant Eagle Advantage" with its advertising. This campaign features store employees and customers to put their own spin on what Giant Eagle offers. The campaign includes a focus on product selection, quality, customer service, and price leadership.

From 2009 until 2011, the slogan was "Low prices. Uncompromising quality." In December 2009, a variation being used was "Lower prices. Uncompromising quality." for online advertisements on thepittsburghchannel.com website.

From 2001 until 2009, the slogan "Make every day taste better", was used. It was meant to showcase product quality as compared to the convenience focus used in the previous campaign.

From 1993 until 2001, "It takes a giant to make life simple." was used as the slogan. This was focused on convenience, and spawned the "Fe Fi Fo Fum" commercials. The commercials featured everything from the general store, the produce and deli departments to a spot featuring Jay Bell and Jeff King of the Pittsburgh Pirates. This replaced the previous "A lot you can feel good about...especially the price" motto.

The chain, under pressure from Wal-Mart, has implemented a lower prices campaign throughout its stores, featured on products customers buy most. Giant Eagle also flogs Topco-produced Valu Time products, which are substantially cheaper than other private-label and name-brand merchandise. These co-exist with the Giant Eagle branded items, which are priced lower than national brands yet higher than Valu Time. Before these brands existed, Giant Eagle generally used Topco's Food Club label as the generic product.