Publix Tells Tailgaters to Make 'One Stop'

Publix strayed from the "Be Ultimate" theme it has been using for its annual football season campaign, this year instead positioning itself as a place for shoppers to fully stock up with a refreshed message announcing that "the ultimate tailgate party starts with one stop."In stores, region-specific endcap headers, violators, in-line headers and stanchion signs activate the campaign along with the retailer's sponsorships of the National Football League's Tampa Bay Buccaneers, Miami Dolphins, Atlanta Falcons and Jacksonville Jaguars. Displays largely focus on prepared foods, including the return of a set of team-specific subs Publix first launched last year. They also suggest complementary brand-agnostic purchases such as charcoal, condiments, cups, drinks and ice.A seasonal microsite (tailgating.publix.com) hosts brand-agnostic recipes, party hosting tips and a promotional video that was posted on the retailer's YouTube channel on Aug. 16. (See below.) It also links to a page accepting orders for the team-themed subs.Some stores also are hosting meet and greets with players from the sponsored teams. Email blasts promote the events. TV spots, display ads on websites such as cbslocal.com and circular features round out the marketing activity.The new theme aligns with the retailer's recent efforts to increase its share of baskets. Publix has been using a "Why shop around?" message on displays, a weekly price comparison flyer, and Facebook and Twitter updates that show how the supermarket's prices compete with those at Walmart.In related activity, Publix and NFL sponsor Procter & Gamble also reprised their annual "Tackle Everything" sweepstakes. Consumers entered through promotional pages corresponding to each of the four teams Publix sponsors. Entry periods and prize pools varied per team, though all winners received tickets to a local game plus a meet and greet with players or coaches.Team-specific pallet displays merchandising P&G products including Gillette, Old Spice and Head & Shoulders promoted the sweeps in stores; QR codes linked to the entry pages. A feature in the retailer's Sept. 10 coupon book supported. The Tackle Everything theme also appeared in a feature running in the retailer's Sept. 8 circular that promised a free rotisserie chicken with purchase of any three SKUs from select P&G brands including Pampers, Cascade and Febreze.While the NFL is the main focus of Publix's football season campaign, Unilever earned themed features in the retailer's Sept. 10 and 24 circulars activating the manufacturer's sponsorship of the National Collegiate Athletic Association.

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