Publix Liquors

Publix Liquors offers customers a convenient place to shop due to its location, size, and popular brand offerings. This is ideal for today’s consumers as they seek convenience in their everyday life.

With an strategic approach, it has provided steady growth with sales reaching over $384M YTD, and although being relatively small in size among other competitors, Publix Liquors has led other stores on awareness with a 28% rating among customers in its footprint.

Despite seeing positive numbers in sales and awareness, price perception continues to be an area of opportunity, as competitors are seen having better “everyday” prices relative to their offerings.

This presents an opportunity to drive the message of convenience to all customers and communicate competitive savings as it seeks to establish itself as the go-to destination for acoholic beverages.

Hats worn:
Art Direction
Concept Creation
Graphic Design
Motion Design
Photo Retouching
Hand Modeling 😎

CREATIVE TEAM
Jeff Lynn (Creative Director)
Cherri Pearson (Associate Creative Director)
Brandon Cruz (Photographer)
FreshMade (Copywriting)
Lisa Mallot (Prop Stylist)
Jennifer Killiany (Food Stylist)
22Squared (Paid Media)

Marketing Objective
Position Publix Liquors as a top-of-mind destination for finding favorite brands and alcoholic beverages needs with competitive prices.

Drive sales to overall category by leveraging the RTBs. Each channel will emphasize 1 or more RTBs to effectively communicate the message.

Reasons to Believe
Competitive prices, variety of brands and convenience (closeness to the main store & delivery)

Solution
Craft a 360° experience that includes print POP for both supermarkets and liquor stores, social media engagement, video content, OOH displays, and more.

Encapsulate Publix Liquors' commitment to offering a destination tailored to the customer’s preferences and budget. With a blend of immersive multi-channel experiences, customers will be inspired to explore, indulge, and celebrate.

STORYBOARD 1

Tequila Sunrise
This video will feature a ready prepared cocktail, inviting customers to discover the recipe online to make at home.

STORYBOARD 2

Hummingbird Cocktail
This video will feature a ready prepared cocktail, inviting customers to discover the recipe online to make at home.

PHOTO RETOUCHING EXAMPLES

For this photo, peaches weren't in season when we were scheduled to shoot this campaign. This was not known until the same day, so we had to ultimately shoot a fake peach, and I edited the stem in post to make it look real.

For this other photo, the garnish ended up looking somewhat lackluster in the photos we received. I purchased a stock photo of mint and edited it in post to make it appear fresh.