This campaign came about on the backend of the Covid-19 pandemic, around the time mask mandates were being lifted. The novelty feeling of suddenly seeing people’s faces again spurred the initial concept of “it’s great to see you smile.” From that nugget, our team created the “Keep on Smiling” campaign. We even custom recorded a track of the iconic Louie Armstrong song of the same name.

To dovetail with this campaign and to celebrate Giant Eagle’s status as the Midwest’s favorite neighborhood grocery store, we created an ice cream truck. For a summer, the truck traveled around local communities servin’ up scoops and smiles.

MY ROLE: Design, art direction

ADD’L CREDS: Victor Rasgaitis (Creative Direction), Natalie Boykin (Copy)