When you walk into a Publix, you aren’t just visiting a grocery store, you’re getting a one-of-a-kind experience driven by five-star hospitality. In its latest brand campaign, “Our Pleasure,” Publix leans into the exceptional service and quality that have long set the brand apart.
Developed in partnership with creative agency FIG, the 360 campaign redefines Publix from a place where shopping is a pleasure to a brand that believes there’s nothing more special than being able to show someone how much they mean to you. This campaign shows the things Publix does to Make Things Special for its customers daily.
At the heart of the campaign are three :30 second spots, each telling a simple, human story that brings Publix’s commitment to customer service to life.
“The Future” highlights Publix’s long-standing tradition of customer service. Set in a Publix parking lot, the film shows a teen associate helping a customer by carrying her groceries to her car, reflecting that while the future is uncertain, one thing will stay constant: Publix associates are always ready to lend a helping hand.
“Mark and Marc” highlights the extra care Publix associates take to ensure every customer feels seen and remembered. The film follows two men standing side by side at a Publix deli counter as their custom subs are made, showing the associates’ dedication to consistently deliver high-quality, personalized orders. In the end, both Mark and Marc receive their perfectly made subs.
“The Force” connects Publix’s commitment to quality food with the shared experiences it creates. The film first alternates between scenes of empty rooms in a house and Publix deli associates carefully preparing fried chicken. Viewers then see the family come together at the dinner table to enjoy Publix chicken, playfully suggesting that Publix fried chicken is one of the most powerful forces in the universe.
With all spots shot on film, directed by award-winning Canadian filmmaker Miles Jay, FIG and Publix are continuing to tell an elevated story that echoes the brand’s own commitment to high quality. Beyond the three hero spots, “Our Pleasure” extends across broadcast, OLV, social, OOH and radio.
It marks the second piece of work this year from Publix and creative AOR FIG, which released “Best Friends” mid-April.
