Winn-Dixie Louisiana
When Winn-Dixie decided to create a personalised regional brand campaign, we jumped at the chance to bring an authentic, local feel to their thirty Louisiana stores.
YOU KNOW YOU GOT SOUL!
Client
Winn-Dixie
Sector
Retail
Location
US
We partnered on
Campaign design
In-store POS
Direct mail
Market research
Social media
Creating a vibrant, local, integrated customer campaign in Louisiana
The idea was to show customers just how much Winn-Dixie loves local, highlighting the variety of in-store produce that’s locally made or sourced and to make some noise about Winn-Dixie’s heritage, as they’ve been serving the community in Louisiana for decades.
To get it spot on, we immersed ourselves in local life – the music, culture and language, to create a campaign line that sums up what it really means to be at the heart of it.
‘Local flavor and soul since 1956’ gives a nod to cooking for loved ones with local flavours and recipes, but also highlights Winn-Dixie’s Louisiana soul and flair, having been a proud part of the community for many years.
The designs we created were all about bringing local flavor and soul to life too, combining the skylines, buildings and landmarks of Louisiana with playful, authentic, music and food cues like jazz instruments, speciality seafood and local drinks. The fun, energetic style, bright colours and expressive illustrations give it a real energy and cut through on the communications we created for the stores, for digital channels, online, social and for billboard and TV ads. We also redesigned the circular customer leaflet to celebrate local flavor and soul, sharing local producer stories to really bring local to life.
And we’ve loved using language to communicate the vibrancy of the culture. Makin’ groceries has never been so good... and the way we’ve tackled the project means it will have longevity too.
