Publix Over-the-Counter Campaign
Case Study
Art Direction | Photoshoot Direction | Product Styling | Storyboarding | Social Media | Animation
Challenge
Promote variety and awareness of Cough/Cold, Allergy, and Immunity over-the-counter medicines available at Publix. The campaign needed to combat leakage to competitors and drive customers to choose Publix as their destination for these everyday health products.
Process
Sketched storyboards, mocked up creative, and partnered with a copywriter to present concepts to the Grocery Product Promotion Team. Directed and styled all product photography, collaborating with the photographer to capture stop motion sequences, ensure items were shown accurately in use, and highlight brand visibility across all creative. Edited and organized final photography for use across all digital channels.
Solution
Created campaign assets across four categories: Variety (all items combined), Cough/Cold, Allergy, and Immunity. The campaign extended across social media, digital display ads, native advertising, and email marketing.
Impact
Delivered a clear and engaging campaign that reinforced Publix as a one-stop destination for over-the-counter health essentials, driving awareness, trust, and increased customer purchases in competitive product categories.
