Giant Eagle Taps Moroch for Major Rebranding Effort Centered on Customer Connection
Moroch, a full-service marketing and communications agency, has been selected to lead a comprehensive rebranding initiative for Giant Eagle, one of the largest privately-held grocery chains in the U.S. The partnership centers on a new brand platform, “Because It Matters”, which reinforces Giant Eagle’s role as a trusted partner in the lives of its customers, nourishing all of life’s moments, big and small. The Because It Matters campaign rolls out across broadcast, print, digital, out-of-home marketing. This new partnership with Giant Eagle represents a pivotal moment in Moroch’s growth and evolution as they expand into the grocery sector adding to the Agency’s robust experience in the retail and CPG industry.
The rebrand is supported by a strategic foundation that ensures consistency across channels and touchpoints. It includes updated messaging, refreshed brand elements, and a focus on aligning the brand’s voice with its values. The approach is designed to help Giant Eagle strengthen its connection with customers and position the brand for long-term relevance.
The “Because It Matters” campaign is more than a tagline, it’s a strategic expression of Giant Eagle’s long-standing commitment to its customers and communities. Whether it’s a weeknight dinner or a milestone celebration, the campaign reflects the brand’s belief that every moment deserves care and quality. The creative work is designed to connect emotionally with customers and reinforce Giant Eagle’s purpose-driven identity.
“This platform bridges the rational and the emotional, demonstrating that Giant Eagle is the place where people, quality, and value come together to create a better grocery experience,” said Matt Powell, CEO of Moroch. “In a category that’s being rapidly commoditized, this platform shows why the Giant Eagle brand is different. By looking at Giant Eagle with a local lens, we can create uniquely authentic work that resonates with their community and drives results. This approach ties back to Moroch’s belief that ‘Local Changes Everything.’”
A key driver of Moroch’s creative momentum is Executive Creative Director Kevin Green, who joined the agency in 2023. With a background in culturally rich, award-winning campaigns for brands like McDonald’s, Taco Bell, Oscar Mayer, and Instagram, Green has brought a bold creative vision to Moroch’s work. Under his leadership, the agency has infused campaigns with deeper cultural resonance and storytelling power, helping brands create more meaningful connections with local audiences.
Key Contributors
Matt Powell – CEO
Cole Dailey – Partner / Group Account Director
Kevin Green – Executive Creative Director
Chris Shafer – Group Creative Director
Tricia Cherrison – Partner/ Group Account Director
Kelly Todd – Strategy
Sarah Byers – Senior Project Manager
About Giant Eagle
Giant Eagle, Inc., ranked among Forbes magazine’s largest private corporations, is one of the nation’s largest food retailers and distributors. Founded in 1931, Giant Eagle, Inc. has grown to be a leading food and pharmacy retailer in the region, with more than 200 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana.
