A goal of the 2020 Holiday campaign was to increase pickup and delivery orders. When creating these ads, I wanted to highlight the value of the pickup and delivery promotion. I did this by 1) using a large portion of the screen for copy and 2) making sure “Save $25” was larger than anything else on the screen. To visually communicate what the promotion was about, I chose footage related to Giant Food pickup and delivery.

For Giant Food, it is important to connect emotionally with its customers. To evoke warm feelings, I selected footage that highlights special moments with loved ones during the holidays. To bring attention to the copy, I emphasized words that people think of positively (traditions, new and smile).