Publix’s ‘Best Friends’ Campaign Uses Handmade Puppetry, Skips AI

Publix's new campaign stars a group of dogs who bake a pie, and the way it was made is just as important as the story itself.

"Best Friends", produced by creative agency FIG, is a two-minute hero film built around a simple emotional premise that when words are not enough, food steps in.

The spot follows a group of neighborhood dogs who, feeling guilty about their history with the local mailman Bob, decide to make amends the only way they know how.

They bake him a pie.

Directed by Mark Molloy and produced by Smuggler and EXIT FILMS, the film uses fully customized, handmade puppets shot on location.

No AI was used in its production, a decision that FIG and Publix have made explicit in their campaign materials.

The campaign builds on FIG's previous work for Publix, "Merry Birthday," to continue the brand's platform around food as a form of emotional expression.

In a grocery category where most advertising defaults to price and convenience, Publix has found a unique way to resonate with customers.

The Case For Hand-Crafted Dogs

The puppetry is what gives the campaign its emotional texture.

The dogs are warm, tactile, and slightly absurd in a way that makes the emotional underpinning easier to receive.

Mark Nielsen, Head of Creative at Publix, described the campaign's intent in the official press release.

"'Best Friends' brings that idea to life in a way that feels both imaginative and deeply human, showing how Publix can help transform even the simplest gestures into meaningful, lasting memories," he explained.

"Sometimes, food is the simplest and most powerful way to say what words cannot."

The decision to work with handmade puppetry and exclude AI entirely was also part of the brand's wider production philosophy.

Here, every texture, every expression, and every movement in the film was crafted by hand.

Publix's commitment to authenticity is visible, and it reinforces the brand's bigger message around care and craft being the same thing.

The 360 Campaign

The hero film runs in a 60-second cutdown for broadcast and OLV.

It's also accompanied by five social spots, including "Pineapple," "Hot Dog," "Unsung Hero," "Peace Offering," and "Saintly."

Each of the spots follows two of the dogs waiting outside a Publix store while their owner shops inside.

Mark Figliulo, Founder and Creative Chairman at FIG, addressed the execution in the same release.

"Best Friends is a great script executed flawlessly," he said.

"Mark Molloy and his team of puppeteers brought these lovable characters to life to tell a story about the emotional power of a well-baked pie."

Publix is also teaming up with creators to follow the dogs' lead and "say it with pie" by visiting Publix, gathering ingredients, and baking a pie with a message for someone in their life.

Baking content is a popular social media trend, and tying it to a personal gesture gives creators another way to deliver authentic, wholesome content.

What Publix and FIG got right here is worth noting for any brand in a category where emotional resonance is the primary differentiator:

• Pick a creative form that reflects the brand's values: Handmade puppetry communicates the same care that Publix puts into its stores and products.
• Give the influencer a brief, specific action: An instruction as clear as "bake a pie for someone" produces better content than a vague brand celebration.
• Be public about your production choices: Stating "no AI" in campaign materials is itself a message, and one that is landing differently in 2026.

Grocery advertising that leads with emotion tends to build stronger brand loyalty over time, and Publix has been consistent enough at this to own the territory in its category.

Our Take: Why the Puppetry Stands Out Right Now

We think the handmade approach is the most important decision in this campaign, and the timing is the reason why.

Audiences are increasingly aware of what AI-generated content looks and feels like, with an uncanny smoothness of synthetic faces and an absence of texture.

Handmade puppets are the opposite of all of that, and it's clear that these lovable dogs were built by people who truly spent time on them.

Publix and FIG made a conscious choice to exclude AI from production and to be public about their choice.

In today's world, this signals brand trust over aesthetic preference.

The campaign shows that Publix cares about doing things properly, and the way the film was crafted backs that argument up well.

It joins a growing number of brands, such as Aerie and LEGO, that are making their no-AI stance a selling point following stronger results in both consumer trust and sales.

Food and grocery brands building emotionally resonant campaigns need agencies that understand how to translate a brand's values into creative that connects at the right moment.

Check out the top creative agencies in our directory.