Every Giant Eagle shopper has a myPerksonality.

Our relaunch of the Giant Eagle myPerks program.

If you’ve been to Giant Eagle, a grocery, pharmacy, gas, convenience, and specialty food retailer with roughly 36,000 employees in the greater Pittsburgh region, lately, you’ve seen a sign about saving.

Through a campaign with broadcast to billboards and in-store signage to social and much more, we created “superhero shoppers,” each with a unique “myPerksonality” that shoppers could relate to. Each character’s superpower highlighted their personal approach to earning and redeeming myPerks. Tapping this emotional connection, we began engaging millions of myPerks members.

Winning isn’t everything, but it’s certainly right up there.

A big showing for GH at the 2024 Addy Awards.

It’s great to bring home the hardware — but it’s even better when we come together at the Addy Awards to celebrate the collective creativity of Pittsburgh’s close-knit advertising community. As the kids say, the Addy Awards were lit.

We’re still a bit amped up from the American Advertising Federation Pittsburgh Awards in early May. It was thrilling to claim the most Addy Awards of any Pittsburgh entrant with 26 Addys plus a Mosaic Award.

Held in Pittsburgh at Duquesne University’s Power Center, the event started with a fresh beat — complete with a marching band to punctuate the evening’s “High School Reunion” theme. The hits kept coming with GH collecting awards for work on behalf of clients including UPMC, Heinz History Center, Fair Districts PA, PPG, ScareHouse, and more.

One of the evening’s highlights included the coveted Mosaic Award that celebrates work that focuses on diversity, equity, and inclusion. The judges honored GH for its powerful imagery on a poster that captured some of the horrors of the Nazi concentration camps for the National Catholic Center for Holocaust Education at Seton Hill University in Greensburg, PA.

This campaign is a total vibe.

GH women promote the women who shaped Pittsburgh.

GH is 70% female, so you better believe we were prepared to bring the smart and the funny to a campaign promoting Heinz History Center’s Exhibit, A Woman’s Place: How Women Shaped Pittsburgh.

From pioneering undercover journalist, Nellie Bly, to Pittsburgh corporate giant Westinghouse’s first female engineer, Bertha Lamme, powerful women born, raised, or with close ties to the Pittsburgh region comprise an exhibit at the nation’s #1 History Museum, Heinz History Center.

With grit and grace … in the sciences and in the arts … as movers and shakers … and mothers, metalworkers, and more — the region’s women endured “Mansplaining,” founded their own girl gangs, and spilled the tea like only women can. And GH’s women had a blast promoting the exhibit … as only GH women could, with a pop-culture infused ad campaign and strategic media plan.

Moving on up.

A new home at FNB Financial Center in Pittsburgh’s Lower Hill.

It’s official and impending: GH is moving. We’re as excited as the Jeffersons to take our act across town to the new FNB Financial Center in October-ish.

Breathe a sigh of relief because we won’t be asking to borrow any of your trucks when we make our move to our new digs at the FNB Financial Center this fall. We’ll simply need your presence at a happy hour when we’re settled in.

It will be a fresh start with new neighbors, who just happen to be clients and friends and have their name on the building. Our new space is perfect for us: flexible, open, and built for collaboration. And it’s on-brand, featuring our color palette in modern décor and furnishings. Details to come for a housewarming soirée.

September 2024