In late 2013, Leader was approached by the Publix® Integrated Shopper Marketing team within General Mills. They asked for an overall digital strategy. At the time, General Mills was spending valuable marketing dollars on 5+ microsites, each for a different Publix event. We recommended consolidating the microsites to one single website since that made more sense both strategically and economically. This site would give consumers one place to plan and save for their Publix shopping trips. We decided to test it with Publix’s next big multi-manufacturer event, Fresh Savings, which pairs a perimeter item (i.e. meat, produce, or dairy) with a center store product (i.e. packaged General Mills goods) through savings.
Diving into Fresh Savings, we realized there was a bigger opportunity than just creating a new website for Publix consumers. We found that the Publix Fresh Savings Event was targeting perimeter shoppers; however, all the point of sale material was in the center store aisles and therefore not effectively reaching the intended audience. The creative was also outdated and did not reflect a “fresh” look and feel.
We know that Publix shoppers are very intentional. They tend to assess their needs and pre-plan their grocery trips to optimize their savings. Our objective was to create interest in Publix by shaping price perception and delivering inspiring meal solutions. We, of course, still wanted to drive purchase of center store products by pairing them with a perimeter store item.
The solution started with photography. We showed consumers what they could make with the two paired products, offering them a simple, yet inspiring, meal solution. Secondly, we revamped the event’s creative to be more aligned with the Publix brand and to portray a “fresh” look and feel. Next, we released targeted banner ads, directing consumers to the newly launched website, ReadyPlanSave.com, where they could find all paired products and savings, as well as the corresponding meal solution for those products. Finally, we met our target audience in store with point of sale materials in the perimeter of Publix stores.
This project was truly a team effort, including strategy, creative, digital development, and account management. Both Publix and the other participating manufacturers were thrilled with the revamped event and new website. They plan to execute the Fresh Savings event 3 times each year.