Giant Eagle Inc.'s new advertising campaign has the region's largest supermarket chain singing a new tune. But don't expect a catchy jingle. Giant Eagle launches its new brand advertising campaign Sunday under the slogan: 'Make every day taste better,' which replaces the familiar 'It takes a giant to make life simple' slogan and jingle that residents here have been humming under their breath since 1992. It wasn't a change that the company took lightly. 'We have spent several years evaluating how our customers lives have changed, how our stores have changed and how the competitive situation has changed,' said Laura Karet, senior vice president of marketing. ''It takes a giant' was a wonderful campaign. Our new campaign is a nice evolution, not a revolution,' she said. The new slogan won't be sung, although Karet said she believes that with time the music behind the television and radio spots will become as familiar as the 'make life simple' jingle. The new $15 million campaign kicks off with five 30-second television spots, radio commercials, full-color newspaper and magazine ads and 54 billboards. The spots feature the different products and services available at Giant Eagle, ranging from groceries to dry cleaning, pharmacy, florist and video store. They will be targeted to mothers in the roughly 25-54 age range who struggle to balance family and work. The ads will appear in prime time slots between 8 and 11 p.m., as well as the late afternoon on programs like Rosie, Oprah and Hollywood Squares and the local news. 'We spent a lot of time talking to customers and employees about how supermarket shopping fits in with their lives. What we found is that customers don't really like to shop; it's more of a chore, a necessity,' Karet said. 'But they do get a great deal of pleasure out of the results. Being able to better take care of your family is a rewarding thing. Instead of positioning Giant Eagle as an end, we're saying we're a means to a more important end.' The company unveiled the new marketing drive to employees this last week. Karet said they have played a role in shaping the final outcome. In April, Giant Eagle awarded its advertising account to The Richards Group of Dallas, replacing New York-based Ferrell Calvillo, the originator of the 'make life simple' campaign, which chose not to participate in a review of the account requested by Giant Eagle. The Richards Group calls itself the largest independent branding agency in the nation with $560 million in annual billings. Other clients include The Home Depot, Chick-fil-A, Motel 6, Nokia and Travelocity.com. Robert Aho, an account executive at FSC Marketing Communications in Pittsburgh, said it is wise for Giant Eagle to make a change before it is forced to do so. 'Giant Eagle has always paid close attention to its brand image. 'It takes a giant' has run its course, so they're doing what they need to do to keep their brand fresh,' he said.

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