Publix Plugs Its Digital Deli
Publix ran several promotions in September driving shoppers to order its popular sub sandwiches online for in-store pickup.
The retailer ran a "Subs for Kicks" campaign throughout the month, pledging to donate 50 cents to the local youth soccer association for every online purchase of a sub or wrap (up to $5,000). A Sept. 1 email blast, a home page carousel ad on publix.com and a Sept. 4 Facebook update plugged the cause.
The retailer reduced the price of a whole sub from about $8 (the cost varies based on sandwich and market) to $5.99 from Sept. 12-26, promoting the sale in stores with stanchion signs and header cards using a "Save time. Order online" message. Standees with face cutouts also plugged the deal and encouraged shoppers to spread the word with the hashtag #pubsub. Support included TV (see below) and radio spots, run-of-press ads in newspapers including the Tampa Bay Times and Miami Herald, and video ads on Yahoo!
September also marked the return of the subs Publix designs for the National Football League teams it sponsors: the Tampa Bay Buccaneers, Miami Dolphins, Atlanta Falcons and Jacksonville Jaguars. Run-of-press ads in newspapers including The Atlanta Journal-Constitution directed consumers to team-specific web pages to place their orders.