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Publix Super Markets loves pets. So much so that they have their very own club just for pets and pet parents. It's called Publix Paws. Pet parents get monthly emails with tips, exclusive deals, and in-store savings. The only problem? Low awareness.
We had to do something about it.
So, our team took Rocky, a Publix Paws member himself, on a epic eight-day road trip around the Southeast, visiting all six states in the Publix footprint. We met other pets, passed out custom tags, and recruited new members. We even built a robust landing page so fans could check out his journey, check out photos, and watch fun videos of the whole adventure.
On our last stop on the trip, we swung by to see our friends and Publix partner, Southeastern Guide Dogs. We gave fans the exclusive opportunity of helping them name their newest pup-in-training. The fans chose "Cashew." Cue the "awwww!"
We increased awareness, engagement, and showed fans what it really means to live the Paws Life.