Publix Super Markets

Objective:
In the fall of 2002, Panorama Public Relations was retained by Publix Super Markets to provide public relations and communications support for its entry into the Birmingham market. Based in Lakeland, Fla., Publix is a Fortune 500 company and the nation’s largest employee-owned supermarket chain.

Challenges:
In addition to generating publicity for the grand-opening of its first Birmingham store and its plans for construction of additional stores, Publix had a strong desire to position itself against Bruno’s, long the leading supermarket chain in the Birmingham area. A home-grown, family-owned Birmingham success story, Bruno’s had a longstanding reputation for civic and charitable involvement, including name sponsorship of the PGA Senior Tour golf tournament held annually in Birmingham. Apart from that highly visible commitment, however, Bruno’s community profile had been in decline since the mid-1990s, when it was sold to non-local ownership. This situation created unique opportunities for Publix, on which Panorama sought to capitalize in formulating and implementing a strategy for the company.

Strategies:
Following a grand opening celebration that attracted broad media and public attention, Panorama implemented a communications program centered on Publix's reputation for high-quality products and outstanding customer service. Highlights of this program included:

• Regular “in-store” promotions to drive customer traffic, including Kids' Photo ID Day, Carnival Day, Publix Flu Shot Day, various “back-to-school” activities, and a “Holiday Festival,” to showcase products for holiday entertaining.
  
  
• Sponsorship of major community events such as the Mercedes Marathon, as well as smaller community-oriented events.
  
  
• A program of strategic philanthropy through financial, in-kind and/or other support of local charities. Events and activities associated with this program included an in-store food drive in support of America’s Second Harvest, the nation’s largest domestic hunger-relief charity; donation of produce to a local shelter serving homeless women and children; and hosting a spaghetti dinner to benefit an elementary school in an area served by one of Publix's Birmingham-area stores.
  
  
• Generation of positive media coverage for Publix in conjunction with the events and activities highlighted above.
  

Results:
The contract under which Panorama provided services associated with Publix Super Markets’ grand opening and establishment of the Publix name in the Birmingham market was completed in November 2003. As a result of the strategy developed and implemented by Panorama, Publix entered the market as a strong competitor, and has established an extremely favorable community profile. Just 15 months after opening its first Birmingham store, research shows that Publix has claimed more than half of market share lost by Bruno’s during that period. As of 2006, Publix has opened a total of thirteen stores in the Birmingham area.

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