Publix Finds a New Way to 'Sprinkle Joy'

Publix is encouraging consumers to perform random acts of kindness during the holiday season through a "Sprinkle Joy" campaign.Developed by Atlanta-based advertising agency 22squared, the effort centers on a promotional website (sprinkle-joy.herokuapp.com) operated by Chute, San Francisco, where consumers can post photos and videos showing how they're spreading cheer. The page also aggregates tweets posted with the #sprinklejoy hashtag.A Dec. 9 email blast, Facebook updates and tweets link to the page. The retailer is also promoting the effort with a radio spot and a video available on YouTube and Vimeo. (See below.) Publix previously used the Sprinkle Joy tagline in 2013 for a campaign that asked consumers to make virtual cookies through a Facebook app in order to fill a digital cookie jar and trigger a $25,000 donation to Food For All.In stores, Publix is promoting a set of six limited-edition flavors of its premium private-label ice cream with violators and stanchion signs. Other stanchion signs spotlight the retailer's prepared foods offerings. Store gift cards are positioned as presents, merchandised on stanchion signs with counter clings supporting.In-line displays merchandise holiday baking needs from Reynolds Consumer Products' flagship brand, General Mills' Betty Crocker, SC Johnson's Ziploc and Publix's private label. National displays from manufacturers including SC Johnson, Starbucks Coffee Co., General Mills, Barnie's CoffeeKitchen and Kraft Foods Group add to the seasonal theme.Meanwhile, the retailer is using a stanchion sign to encourage shoppers to buy a gift for their pets. A Dec. 4 circular feature also extended the marketing season to the pet aisle while offering deals on Mars Petcare's Pedigree and Cesar, and Big Heart Pet Brands' Pup-Peroni.Publix additionally reprised annual seasonal efforts to again run a "Taste of the Holidays" sampling event from Dec. 6-7 and its "Food For Sharing" cause campaign from Nov. 6-26. (See "Publix Goes …" in Related Articles.) Standees and checkout signs supported the latter effort in stores. This year, the retailer also hosted a Thanksgiving Tasting event on Nov. 15, which was promoted through radio spots.TV and radio spots, and run of press ads in publications including independent newspaper The Atlanta Voice and Time Inc.'s Essence round out the marketing campaign.

Publix Finds a New Way to 'Sprinkle Joy'

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