When the recession hit, savings became the name of the game. And while Publix was certainly a love brand, even their most loyal shoppers were considering going elsewhere to save money. I recommended a broader brand strategy—reinforce the love people have for the Publix shopping experience while reassuring them great savings are here too. I wrote the tagline, “Love to Shop Here, Love to Save Here,” which the brand used for the next 8 years.
After the campaign was established, we introduced digital coupons with a fresh, graphic style.