SPRINKLE JOY

Relationships are what make Publix different. And we knew they could help us make a difference. Especially during the holidays. What better time to share a surprise? Do a little good. And pass it on. So, we launched a movement that celebrates the magic at the heart of the season: Sprinkle Joy.

CHRISTMAS VISITOR

For the first time ever, we gave our Facebook fans a sneak peek of the Christmas commercial—the story of a girl, her cookies and her surprise visitor—and introduced #SprinkleJoy on the last frame of the spot. It became the most watched and most shared post in the history of the brand’s Facebook page.

SPRINKLE JOY 2013 - JAR OF JOY

Sprinkle Joy wasn’t just a pretty phrase we threw out there. We created an interactive Facebook tab where customers could design their own Christmas cookie, inspired by the cookies in our commercial, and add it to the Jar of Joy. The community filled the jar together knowing that, when it was full, Publix would unlock a surprise gift for a special charity. After fans created a virtual cookie, we treated them to cookie recipes and gift tags they could download, print and attach to cookies they were giving as gifts.

SPRINKLE JOY 2013 - IN-STORE

From in-store décor to themed cookie kits that customers could buy in the Publix Bakery, the Sprinkle Joy theme was woven through the entire shopping experience. In every store, associates were also given $5 gift cards so they could randomly Sprinkle Joy to the customers. Associates gifted more than $136,000 in gift cards in 2013.

SPRINKLE JOY 2014 - SPRINKLE JOY CENTRAL

In the second year of the campaign, we made “Sprinkle Joy” a verb, sparking a wave of kindness to celebrate the season with our customers in a meaningful way.To inspire our fans to join in, Publix Sprinkled Joy first—online, in store and even out in the community—then we encouraged our customers to Sprinkle Joy in their own way.We kicked it off with Sprinkle Joy Central, an aggregator that pulled in all of the #SprinkleJoy activity across our social channels into one place. Through this digital hub, fans could share photos, videos, recipes and ideas. And that was just the beginning.

SPRINKLE JOY 2014 - PANDORA ONE

We partnered with Pandora to Sprinkle Joy by giving our fans a complimentary premium listening experience during the campaign.

SPRINKLE JOY 2014 - HULU SKIN

At each touch point, we inspired our customers with ways to Sprinkle Joy and we invited them to share their ideas with us.

SPRINKLE JOY 2014 - SOCIAL MEDIA

We engaged fans on our owned channels with #SprinkleJoy content and conversations.

SPRINKLE JOY 2014 - BRANDED GIVEAWAYS

The associates were in on it, too; they each had $5 gift cards on hand to randomly Sprinkle Joy to their customers. They gave away more than $275,000 in gift cards.Our media partners hosted Sprinkle Joy remotes across the southeast during the campaign. In stores and at holiday events around the footprint, customers were invited to stop by for cookies (served with special napkins), Sprinkle Joy inspiration and a chance to win a few festive giveaways.We even literally Sprinkled Joy at an NFL game this season when Sprinkle Joy gift cards parachuted into the stands from the top of the Georgia Dome.On each gift card and napkin, we inspired our customers with one of ten unique ways that they could Sprinkle Joy.

SPRINKLE JOY 2014 - #SPRINKLEJOY

The numbers were impressive. We earned 182MM digital & social impressions. And #SprinkleJoy had more than 210K mentions.But the reaction was even bigger.