Choosing the theme of this campaign, British Invasion, came down to tapping into nostalgia of Publix’s main consumer base in order to draw as many eyes to the cheeses as possible. With the demographic of Publix shoppers skewing older, tapping into a retro theme that tied a throughline between the musical British Invasion and our campaign allowed us to tap into the goodwill provided by the era. An added bonus was that millennial audiences love vintage items, meaning we were able to reach into two different demographics with simple branding. Drawing comparisons between that and the cheeses was an easy sell and led to some entertaining Reels set to music from the Beatles, Rolling Stones, and The Who.
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