I’m convinced the sudden influx of out-of-state migrants this year wouldn’t have been such a big deal to Floridians had new residents never questioned the legitimacy of our beloved neighborhood grocer. I mean, what is there you “don’t get” about a business that gives free sugar cookies to kids, innovated the chicken tender sub, and makes the color green look appetizing?
Us Floridians love our local Publix – and for a good reason. The supermarket chain never boasts how its products compare to others, but instead always creates an enjoyable customer experience that begins in-store. In advertising, the brand highlights the value of togetherness, modeling how their products make us feel when we gather with our loved ones. In times of need, the organization steps up in our communities to extend a helping hand. Even the backs of pasta boxes and pumpkin puree cans share recipes that follow us into our home, similar to the sweet offering of a secret recipe from a grandmother to her grandchild. Its slogan, “Where shopping is a pleasure,” is a pledge that is consistently delivered.
And for that, what is truly being exchanged when people buy from Publix and skip across its polished floors to weigh themselves on the store’s spring scale (not before they run into someone from their local high school) is a promise that whatever you need will be there for you when you need it, like a good, Florida neighbor.
Genesis Cosme is a graphic designer and digital marketer based in Miami, Florida. She has over five years of experience in helping small businesses and startups find their creativity to compete amongst giants. Contact Genesis.