Edwards Food Giant
With a history dating back more than 50 years in northeast Arkansas, grocery store chain Edwards Food Giant opened its first Little Rock location in 2009. Like many grocery stores, it serves a large cross-section of consumers, reflective of the neighborhoods around its locations. Facing tough competition from other grocers, the store used a multi-screen advertising campaign with Comcast Spotlight to remain top of mind among local shoppers.
Working with the local Comcast Spotlight team, Edwards Food Giant crunched the numbers to identify the networks where it could best reach its competitors’ customers. That mix included channels like A&E, BET, Bravo, CNN, Discovery, ESPN, FOX News, Hallmark, History, Lifetime, TBS, TNT, USA, VH1 and the Weather Channel. The store also strategically utilized Comcast Spotlight’s I+ platform to reach local customers receiving their television service from AT&T and DIRECTV. Digital marketing included in-banner video advertising on Xfinity.com and ATT.net. The store’s campaign rotated “weekly special” spots with several overarching branding spots. All were created with a similar style to maintain consistency and keep the Edwards Food Giant name on the minds of area consumers.
In the highly competitive grocery business, Edwards Food Giant has grown from one to five stores in the Little Rock area, while reporting consistent, stable sales results, even as a well-known national retailer opened “supercenters” in the market. The store’s efforts to remain top of mind have worked, as shoppers consistently noted seeing Edwards’ commercials.