Publix
Make Things Special
A story about turning an audience crying into buying
Christmas is Publix’ biggest moment - and FIG’s first campaigns for the brand. A new commitment to craft and storytelling excellence by Publix resulted in FIG winning the account after many years with the incumbent.
Publix shoppers came to expect an emotional tearjerker each season. But over the years, the brand had fallen into the trap of advertising the holiday moment instead of the brand, missing out on the opportunity of inspiring more people to shop at Publix during this crucial time of year. To help Publix win Christmas both emotionally and commercially, we created a new brand story born from the shared belief ‘making things special’ held by Publix and its customers.
It allowed us to strengthen the brand’s role in its annual holiday ad, and gave us a new, complementary way to talk about all the things that Publix does to make its customers feel special during this holiday season.
