In Publix’s Latest Campaign, Dogs Say What Humans Can’t

When emotions are too big for words – gratitude, apology, congratulations, comfort – people often use food to say what words can’t. Food operates like a sixth love language, becoming the emotional shorthand when words feel insufficient. No one knows this better than Publix, and to communicate that message the supermarket is launching a heartwarming 360 campaign titled, “Best Friends”

Developed in partnership with creative agency FIG, this campaign centers on a group of neighborhood dogs trying to make amends with their beloved mailman, Bob. At its core is a two-minute hero film directed by Australian commercial, TV, and film director Mark Molloy, which is brought to life using fully customized, handmade puppets. 

Carefully crafted using no AI and shot on location with handmade puppetry, FIG and Publix are telling an elevated story that echoes the brand’s own commitment to high quality. 

“At Publix, we share a core belief with our customers: making everyday moments feel special,” said Mark Nielsen, Head of Creative at Publix. “‘Best Friends’ brings that idea to life in a way that feels both imaginative and deeply human, showing how Publix can help transform even the simplest gestures into meaningful, lasting memories. Sometimes, food is the simplest and most powerful way to say what words cannot.”

“Everything Publix does is beautifully crafted to make people feel special, from the shopping experience to our latest campaign,” said Mark Figliulo, Founder and Creative Chairman at FIG. “”Best Friends” is a great script executed flawlessly. Mark Molloy and his team of puppeteers brought these lovable characters to life to tell a story about the emotional power of a well-baked pie.”

Beyond the cinematic film, the 360 campaign extends across broadcast (with :60s cutdowns) and OLV, supported by social content and creator-led extensions. The five social spots, “Pineapple,” “Hot Dog,” “Unsung Hero,” “Peace Offering”, and “Saintly,” follow two of the dogs waiting outside a Publix store while their owner shops. 

As part of the social push, Publix is also teaming up with influencers who will follow the lead of the dogs in the film and “say it with pie”– by visiting Publix, gathering ingredients and baking a pie with a specific message for someone they love. 

The campaign, live today, builds on the momentum of FIG’s recent campaign for Publix, “Merry Birthday,” further advancing the brand’s ongoing platform.