Publix Stores Answer ‘See For Yourself’ Ads

LAKELAND, Fla. — Publix Super Markets here is fighting fire with fire when it comes to Wal-Mart’s item-price comparison ads.

The retailer has begun its own “See for Yourself” campaign, calling out the differences between sale-price items and retail prices for the same items at Wal-Mart. The ads appear at the Publix.com website alongside weekly circulars for stores in the Birmingham, Ala., and Tuscaloosa, Ala., markets, a spokeswoman for the chain, Brenda Reid, told SN. The price comparison ads also appear on posters at select stores.

“Publix selected the Birmingham and Tuscaloosa market because we felt it was important for Publix to communicate its value message and not another competitor,” Reid said. Reid said Wal-Mart, based in Bentonville, Ark., has been particularly “aggressive” in those markets promoting its “See For Yourself” campaign, which compares prices on identical baskets of items using actual customer receipts from competing supermarkets.

“Publix has low prices too,” Reid said. “We want to remind and advise customers that when they plan ahead they can get great prices and still have the shopping experience they’re looking for at Publix.”

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Ads running alongside online circulars in the Birmingham market published this week call out 25 items from Publix’s circular vs. Wal-Mart prices for the same items, reflecting a total of $28.06 in savings at Publix.

Wal-Mart launched its “See For Yourself” campaign this spring, using a variety of media, including television commercials, to promote its everyday low prices.

Reid said Publix was evaluating whether to widen the campaign to additional markets.