Publix Names Goodway Group Exclusive Shopper Marketing Agency of Record
Publix has chosen Goodway Group to serve as its exclusive shopper marketing agency of record.
The collaboration reinforces the regional grocer's commitment to protecting its brand and intellectual property while laying down a foundation for media solutions that support its CPG partners.
As the grocer's sole shopper marketing partner — made official in January — Goodway Group can activate Publix's expanded shopper marketing program and enable CPG suppliers to feature and highlight their products through co-branded advertising opportunities.
Goodway Group already supports other retailers' shopper marketing efforts, including more than 200 brands with activation, consulting and measurement. The New York-based agency says it will use technology to support creative production, measurement, reporting and workflow efficiency to aid those in Publix's shopper marketing program.
"We are proud to partner exclusively with Publix to expand and modernize its 2026 Shopper Marketing Program," Paul Frampton-Calero, CEO of Goodway Group, said in a media release. "Our focus on connected commerce and operational excellence ensures every activation ladders up to a unified, long-term strategy that drives both immediate results and lasting value for retailers and their partners."
As Emarketer projects that commerce media ad spending in the U.S. will grow by nearly 20% as the category continues to scale, Publix joins a growing number of grocers that are consolidating shopper marketing programs under one partner, simplifying execution and strengthening the shopper experience. Recent examples include Hy-Vee and Giant Eagle collaborating with Rippl and UNFI partnering with Swiftly.
