Revealing a loyalty program’s secret superpowers.


Giant Eagle faced a monumental challenge: merge two beloved loyalty programs while keeping 2 million members engaged and excited. It wasn’t going to be a heroic task. It was going to be superheroic.

In an increasingly competitive landscape, Giant Eagle needed to educate and energize its audience about its new loyalty program. While the restructured myPerks offerings ranked among the best grocery store loyalty programs in the nation, shoppers had become suspicious of change. How could we get them excited and engaged with the revamped program?

Our strategic planning revealed a key insight: shoppers feel a “redemption high” when they redeem perks. This powerful emotional experience became the foundation of our campaign. We introduced six relatable characters, each representing a distinct shopper persona, and reimagined them as superheroes of savings. From “The Maximizer,” who aims for the biggest rewards, to “The Redeemerator,” who lives for the thrill of redemption, these myPerksonalities tapped into the excitement that shoppers feel when they get free gas and groceries.

We launched a far-reaching multi-channel campaign, spanning broadcast TV, radio, billboards, in-store signage, digital ads, and social media. Our team created 90 unique pieces of creative content for display across 280 stores, ensuring every shopper touchpoint reinforced the value of the new myPerks program.

The campaign generated millions of impressions and earned major press coverage, driving elevated awareness and excitement about the myPerks program. It also saved the day for Giant Eagle’s customers, helping more than 2 million members save over $500 a year.

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