Assignment: Create a promotional program that builds awareness for the extensive variety and competitive pricing of P&G household and beauty products available at Publix. The program must encourage shoppers to rethink the separate trips to mass and club they are currently making when shopping these categories.
Solution: The Stocking Spree event that rewards shoppers with a free item when they stock up on P&G household and beauty products at Publix. The program is supported by an extensive shopper experience that engages and educates the shopper at multiple touchpoints, in and out of the store, to inspire a change in purchasing behavior. The playful but straightforward visual becomes an icon around the store to guide her trip and highlight participating brands.