Dive Brief:
- The Giant Company is enticing customers to tune into virtual sessions hosted by its dietitians with a promotion for a free pantry makeover.
- Every Thursday afternoon this month, the grocer’s dietitians will host an online class about how customers can better utilize their pantries, from understanding spices to finding ways to use “forgotten grains.”
- The grocery company will automatically enter customers who attend the classes and provide their Giant or Martin’s loyalty card information into a random drawing to win one of three virtual pantry makeovers by a dietitian.
Dive Insight:
As The Giant Company kicks off its dietitian programming for 2024, it’s focusing on prize giveaways as a way to entice customers to join.
Along with the possibility of winning a pantry makeover, for a maximum value of $100, participants in the online classes can earn 50 points for each class they attend.
The online classes are free, but people must register in advance to attend. Each week’s class features a different pantry makeover topic:
- Jan. 4: focus on protein with a recipe for tuna and white bean salad
- Jan. 11: pantry-friendly fruits and veggies, including a carrot cake oatmeal recipe
- Jan. 18: spices and a clean-out-the-pantry vegetarian chili recipe
- Jan. 25: ways to use “forgotten grains” such as a recipe for Triscuit strawberry-balsamic delight
Participants can find lists of ingredients needed for each class on Giant and Martin’s websites.
The Giant Company has long promoted its free dietitian-led classes as ways to meet consumers’ needs. In December, the grocers’ dietitians led classes on building different types of charcuterie boards. In November, the classes focused on Thanksgiving preparation with some sessions covering seasonal soups and sides.
The grocer regularly spotlights the nutritional benefits of produce, family-focused activities and meal solutions through its dietitian programming.
Dietitians are playing an increasingly key role for grocers as they look to offer curated recommendations to shoppers and further link their assortments with food-as-medicine benefits.
In a report last year, FMI – The Food Industry Association urged grocers to use their dietitians to personalize nutrition recommendations through medical nutrition therapy, individual counseling and virtual or in-store group classes as well as develop and provide messaging around food for preventative and treatment management purposes. Dietitians can also offer in-store tours or virtual shopping list curation with an emphasis on better-for-you or tailored nutritional needs, helping customers better understand information like portion sizes, balanced eating and moderation for certain foods, FMI said.
