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.
The campaign totaled over 18.3M impressions, 386K engagements, and 7.3M views. #RetroPublix was deemed successful as the posts overperformed 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.
Our retro t-shirt gained so much positive feedback we later decided to make it available for purchase.
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.
