Publix holiday spots are an annual tradition in the Southeast region, where the grocery chain is a familiar presence and popular place to purchase ingredients for their seasonal meals.
Developed with agency 22squared and Publix's in-house creative team, this year's “Toast to Traditions” campaign is designed to encourage consumers to engage with the brand through live events, traditional TV and social media.
The campaign’s 60-second TV spot reflects the grocer's diverse consumer base by recognizing their differences and the thousands of personal, multicultural and diverse seasonal traditions they honor each year. Have a look here.
"We hope this work inspires people to learn a little about someone else's journey. Because, as much as we're different, there's so much we share," says Ryan Stafford, senior vice president, creative director, 22squared.
In addition, Publix invited customers to share their own traditions with hosted live in-store events. Guests were able to transform their holiday stories into art, thanks to an on-site photographer and illustrator. These recipients were then encouraged to post their designs across social media.
Publix also supported its broader holiday messaging across its own social media channels, specifically Pinterest and Instagram. (Twitter, it seems, is used primarily by the grocer to address individual complaints and concerns.)
For over 30 years, 22squared and Publix have created integrated campaigns around key occasions, including Mother's Day, Thanksgiving and Christmas, with the partnership expanding to incorporate everyday milestones like birthdays.