Publix Cooks Caribbean Flavors
Publix used a variety of tactics to mark the celebration of "Caribbean American Heritage Month" in June.
Activity centered on a promotional microsite (publix.com/caribbean-heritage-month) that hosts recipes for 10 brand-agnostic themed dishes. Display ads on websites including elle.com and Download.com link to the microsite. In-store events held at 15 South Florida stores throughout the month sampled the dishes and doled out recipes along with other giveaways.
Publix also partnered with Western Union to offer 25 bonus My WU points to any shopper that sent cash to the Caribbean during June at one of the supermarket's stores in the Miami or West Palm Beach, FL, markets. The loyalty program's points can be redeemed to lower money transfer fees.
The retailer also emphasized its community ties by sponsoring the annual Caribbean Village Festival on June 23 in Lauderhill, FL.