In light of Publix's popular Throwback Thursday content, and trending 90s nostalgia, we launched a cohesive, all-encompassing social-first campaign in late July called #RetroPublix. This campaign spanned Publix's social platforms and paid media.
Sketching is a big part of my process and it's a fast easy way to plan and share ideas.
( GIF Icon Concept Sketches)
The campaign totaled over 18.3M impressions, 386K engagements, and 7.3M views. #RetroPublix was deemed successful as the posts over performed our current averages across social platforms.
The 1990s marked a keystone in Publix's history as the first now iconic Pub Sub was served in 1992. In honor of that, a sweepstake was introduced, featuring a grand prize of Pub Subs for a year, #RetroPublix t-shirts, fanny packs, and stickers.
As the lead designer, I drew inspiration from throwback Publix photos, including the store's interior designs and uniforms. The visual development is influenced by 90s pop culture, but mainly Publix's stores, teal, and coral color palette. Regarding the T-shirt illustration, you may find a "Fresh Prince Flair" and a warm nostalgia toward our retro Publix icon GIPHY's, which garnered 7.3 MILLION views on their own.
90s Throwback 30th Pub-Sub Anniversary Sweepstakes.
Traveling Pub Sub 30th Anniversary UGC Reel.
Traveling Pub-Sub
Traveling Pub-Sub was a organic Instagram, Facebook reel and our first user-generated style video. As of 2023, the 30th-anniversary pub-sub video has received the highest engagement of our reel content.
"Thirty years ago today, we served the first Publix Deli sub. From weekend adventures to everyday meals, this iconic sandwich is always there for us, wherever we go! Happy birthday, #pubsub 🎉"
Art Director: Michelle Simanca
Copywriter: Kimberly French
Producer: Jason Stephens
Video & Photo editing: Nadya Nickels
