In retail, marketing based on technology and convenience is key to reaching today’s audiences. But this often comes at a cost: the authentic human experiences that we’ve grown used to in our traditional shopping rituals.

In its latest campaign for GIANT, Brownstein Group helps set the grocery chain apart by keeping human interaction front-and-center when marketing a forward-looking service: direct delivery and pickup.

By highlighting real-life GIANT associates in the TV spot for GIANT DIRECT, the new campaign underscores moments of funny, genuine interactions within the context of a convenient grocery pick-up order at GIANT.