Edwards Food Giant

OVERVIEW:

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.

STRATEGY:

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.

SUCCESS:

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.

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