Publix Extends Ad Campaign Targeting West Indian Consumers

LAKELAND, Fla. — Publix Super Markets here has extended its Independence Day print and radio ad campaign in South Florida, in an effort to target shoppers from the Bahamas, Barbados, Haiti, Jamaica and the Republic of Trinidad and Tobago. “A large part of our consumer base in South Florida is made up of customers from the West Indies. We respect and appreciate that they are extremely proud of their home country’s culture and history,” Kimberly Jaeger, Publix’s manager of media and community relations, said in a release yesterday. “In our effort to celebrate this consumer, we wanted to highlight each island’s Independence Day, as we know it is a time for cooking, celebration and reflection. This ad campaign celebrates the rich heritage of each island through foods that are a part of their culinary customs and available at Publix.” The ads each use a food-as-art motif, reproducing each island’s flag using favorite island produce. The ads are also tagged with nuggets of island history, and the date of each one’s independence.

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