Publix Delivery and Curbside Q2 2023
Increase awareness of Publix’s delivery and curbside pickup services, and entice target customers to choose Publix over competitors, like Kroger.
problem
Increase awareness of Publix’s delivery and curbside pickup services in Hispanic and African American markets to choose Publix’s services over competitors, like Kroger. With Kroger expanding it’s delivery fleet and the always always completive holiday season approaching, it’s essential to keep Publix delivery and curbside services front of mind for consumers.
process
We explored different options for products and headlines that would be timely for the holiday season. Sketches were produced of each product in various positions to find dynamic and visually interesting way to represent them.
solution
Develop a multi-channel campaign that allows to for various opportunities for the desired demographic to interact with the campaign during the 2022 holiday season. Photography and copy was developed together to highlight Publix’s strengths such as specialty products, speed, and convenience. The campaign’s touch points spanned across billboards, digital ads, bus wraps, and shelter animated ads.
billboard design
Billboards were selected as the one of the key channels of this campaign, heavily targeting the Central Florida and Georgia markets to reach the customers in these highly competitive areas. Two versions of the billboards were developed depending one for traditional printed vinyl and a digital billboard, each one contained different messaging to diversify the touch points of the campaign.
digital ads
Static and animated HTML digital display ads were developed to target customers who had recently visited the Publix website. These ads come in a variety of sizes so that they can be used on a wide range of websites regardless of the device. Storyboards were created for each individual size so that our development partners would be able to develop our desired animation with HTML code.
display insert
Rough sketches were fundamental in exploring the various way in which we were going to execute our photography. The sketches initially started as rough pen and pencil sketches. These were further refined as vector outlines so that it would be clearer and more comprehensive for the photographer and food stylist to work with. By shooting the products at an angle while they were falling we incorporated a lot of implied movement to the design so that it would be more attractive and visually interesting to the audience.
rail signs
Rough sketches were fundamental in exploring the various way in which we were going to execute our photography. The sketches initially started as rough pen and pencil sketches. These were further refined as vector outlines so that it would be clearer and more comprehensive for the photographer and food stylist to work with. By shooting the products at an angle while they were falling we incorporated a lot of implied movement to the design so that it would be more attractive and visually interesting to the audience.
counter cards
Another in store point of purchase display that was produced was the counter cards, these signs would be placed in the deli and bakery departs to entice customers to use the delivery and curbside services for their next shopping trip.
my contribution
I was the sole designer that worked on this project. I provided several layout options to the art director to pick from and I was responsible for developing all the mechanicals for this campaign in collaboration with copywriter and art director.
