Publix Super Markets
Loyalty Beyond Reason
In collaboration with our sister agency, 22squared, whose 35-year partnership with Publix helped define an iconic grocery brand, we joined forces across brand strategy, storytelling, and integrated campaign development to build a brand that grows with purpose and heart.
Building a Beloved Brand Through Connection
Publix’s challenge was clear: evolve from a beloved regional grocer into a nationally recognized brand. Together with 22squared, we helped lead that evolution, guiding Publix from value-driven retail messaging to a human-centered brand rooted in connection, care, and community.
For more than three decades, our teams developed integrated campaigns that transformed everyday grocery moments into stories of emotional connection around food. Through cross-channel storytelling and innovative brand experiences, we built an ecosystem that brought Publix’s promise, “Where Shopping is a Pleasure,” to life across screens, shelves, and social feeds.
Turning Shopping into Storytelling
We reframed grocery shopping as an act of care, not just convenience. By blending cinematic storytelling with sophisticated audience strategy, Publix’s campaigns became part of customers’ everyday lives, anchored in universal moments of togetherness.
Through integrated campaigns, in-store experiences, and CRM-driven personalization, we helped Publix stay top-of-mind all year long. Every channel worked in harmony to create a unified message that delivered emotional resonance and measurable business impact.
We featured real Publix customers and associates; families, food lovers, and community champions, to reflect the heart of what Publix stands for: care, connection, and better living through food. Their stories came to life across paid social, online video, OOH, radio, and a custom microsite, turning a brand platform into a shared celebration of how good food brings people together every day. As Publix expanded into new markets, this storytelling approach helped introduce the brand’s values to new communities, translating its legacy of Southern hospitality into authentic local connection.
The results.
Publix strengthened its place as one of the most trusted and beloved grocers in the South. And by inspiring people to share more meals, moments, and care with one another, we proved that Where Shopping is a Pleasure isn’t just a promise—it’s a way of life.
1,400
Expanded from one state to over 1,400 stores across eight states
72%
of shoppers would drive past another store to visit Publix
57.1B
in annual sales driven by a seamlessly connected digital ecosystem
Work Categories:
Brand Strategy, Creative, Production, Social Media, Digital Activation, CRM