Publix’s mission is to be the premier quality food retailer in the world, with a focus on customer value and stewardship. I’ve helped Publix achieve this through my designs with HTML5 banners, in-store signage and POP pieces, images for digital and social platforms, and setting OOH boards and print ads for production. Below is a small portion of my work with Publix.
Objective
Increase total store sales and items per customer as customers stock up to take advantage of great prices on participating items and other featured recipe ingredients across the store during our Ultimate Tailgate Party (UTP) Sales Event.
Background
Publix understands the importance of strong personal relationships, including the passion and culture of being a football fan. We appreciate our role in the special moments and occasions shared between family and friends—food-centered moments and occasions, in particular. We recognize and care about our customer’s tastes, beliefs, heritage and team loyalties.
Whether the tailgate party is at the game or in the comfort of home, Publix has the opportunity to gain and retain business from tailgaters as the “One Stop Shop” for all tailgating needs. It is estimated by the Tailgating Industry Association that a range from $10 to $20 billion are spent annually by tailgaters. Furthermore, tailgaters spend approximately $200 on food, drinks, and other supplies per game.
POP – Lobby Display Sign
POP – Shelf Talkers
Free-standing Insert
Digital – Instacart Banners, Email Content Blocks, and Digital Display Banners. View the banners here.
User: Publix PW: MrGeorge22
Objective
Increase brand awareness and loyalty among Primary and Secondary Hispanic customers by making them feel they are fully part of the Publix customer family. The messaging demonstrates an appreciation and celebration of food and their Hispanic heritage.
Background
2020 will be the first year Publix is doing a Corporate Hispanic Heritage Month campaign. In years past, Hispanic Heritage Month has been a divisional campaign, managed by the Miami Division. This year, we have the opportunity to communicate to a larger audience and continue to deepen Publix’ relationship with Hispanic customers by recognizing and celebrating the many contributions, diverse cultures and histories of this community. During these uncertain times, Publix can inspire a positive message with a realistic, yet uplifting tone that the Hispanic audience would appreciate.
POP – Bollard Sign
POP – Lobby Display Sign and End Cap Insert
Print – Newspaper
Objective
Leverage peak cleaning season and purchasing momentum in cleaning category to drive sales of participating items while shifting customer perception to consider Publix as a convenient place to shop for a variety of brands they trust during a regular shopping trip.
Background
Spring is known as the most popular season to deep clean homes but this has changed a bit post-pandemic. According to the American Cleaning Institute's latest National Cleaning Survey, 69% of Americans say they plan on spring cleaning in 2022 (down 8% from prior 2 years) but 55% say they're already cleaning more than usual due to COVID-19. Additionally, 54% percent of spring cleaners say they’ll clean & organize the same amount this year, while 37% indicate they’ll clean more this go-round. Despite the “Household Cleaners” category continuous growth in sales, the Publix Spring Cleaning Sales Event in 2021 had to be canceled due to supply chain constraints caused by the pandemic.
For 2022, Publix has an opportunity to leverage the momentum to increase size of basket and improve customer perception of pricing by bringing back the dedicated Spring-Cleaning Sales Event during the ad weeks of March 10 and March 17.
POP – Display Insert, Lobby Display Sign, Shelf Talkers
Digital – Email Content Blocks and Digital Display Banners. View the banners here.
User: Publix PW: MrGeorge22