Case Study: Giant Eagle keeps communities informed during COVID-19 vaccine rollout and drives 96K SMS responses with Braze

Giant Eagle Partners With Braze to Keep Communities Informed in the Face of an Evolving COVID-19 Vaccine Rollout

Giant Eagle, a 474‑store food, fuel and pharmacy retailer across five Midwestern states, needed a fast, reliable way to deliver accurate, up‑to‑date COVID‑19 vaccination information and scheduling guidance for customers at its Ohio and Pennsylvania locations. To meet this challenge the company partnered with Braze and leveraged Braze Canvas and SMS to reach customers directly and respond in real time as vaccine availability and requirements evolved.

Using Braze Canvas, Giant Eagle built an interactive, keyword‑driven SMS journey (users could text “vaccine,” “schedule,” or state codes like “OH”) that delivered tailored scheduling and eligibility information and could be updated instantly. The campaign generated strong engagement—about 96K subscriber entries overall, nearly 57K unique “vaccine” entries in two weeks, and 40% of users continuing through the journey—demonstrating Braze’s ability to scale timely, personalized public‑health communications.

Giant Eagle

Katie Shire-Engleman

Vice President of Growth and Retention