A grocery run is rarely memorable, but Publix builds its entire brand on being the exception.
The supermarket chain's new campaign, "Our Pleasure," focuses on the excellent customer service that has defined the retailer for decades.
Creative agency FIG developed the three spots, each focusing on real-life interactions like helping customers carry groceries and preparing deli orders with care.
Award-winning Canadian filmmaker Miles Jay directed all three films, which are rolling out on broadcast, online video, social media, OOH, radio, and digital channels.
"Whether our customers are gathered around the dinner table or ordering a sub in our deli, Publix always goes the extra mile to ensure quality," Mark Nielsen, head of creative at Publix, tells DesignRush.
"'Our Pleasure' highlights our commitment to making every moment and every customer feel special."
While some retail strategies compete on convenience and price, Publix is staking its position on service and human connection.
Simple Stories, Real Interactions
Each of the three films highlights a different aspect of the customer experience and Publix's brand reputation.
In "The Future" we see a young worker assist an elderly customer with groceries to her car, showing that the supermarket's commitment to service extends to the parking lot.
"The Force" connects Publix's food quality to family through the "quiet magic" of a carefully prepped fried chicken for dinner.
Meanwhile, "Mark and Marc" focuses on customized sub orders for two customers with similar names, emphasizing attention to personal preference.
Jay shot all three spots with a cinematic style that showcases the retailer's emphasis on quality customer experience.
"Through simple, yet meticulously crafted storytelling, we celebrate Publix's unwavering commitment to quality," shared Mark Figliulo, founder and creative chairman at FIG.
The work follows "Best Friends," continuing the creative partnership's focus on care, quality, and customer relationships.
The Cost of Getting Service Wrong
Customer experience directly affects retention and revenue.
PwC's 2025 Customer Experience Survey found that 52% of consumers stopped buying from a brand after a bad product or service experience.
Another 29% stopped because of poor customer service, whether online or in person.
Publix's campaign turns these figures into a brand argument, treating service as a retention strategy.
- Negative experiences drive churn. Brands should address service issues quickly to reduce customer loss.
- Every interaction affects trust. Teams should maintain consistent experiences across channels to strengthen loyalty.
- Customer experience influences demand. Marketers should connect service quality to brand positioning to support long-term growth.
Brands that deliver consistent positive experiences reduce their dependence on promotions to drive repeat visits.
Our Take: Can Service Become a Brand's Strongest Asset?
Publix is one of the few grocery chains that has never had to compete primarily on price, and "Our Pleasure" shows us why.
So, yes, service can indeed become a brand's strongest asset, and we believe it already is Publix's.
The films document a positioning that Publix took decades of operational discipline to build, and one that competitors can't replicate with a mere media budget.
Most retailers treat service as a baseline expectation rather than a differentiator worth advertising.
Publix treats it as intellectual property, and we think that it works because the behavior it depicts is real, verifiable, and consistently delivered across nearly 1,500 stores.
A campaign that celebrates frontline associates as the face of the brand is also a signal to prospective employees about what the company values internally.
Looking for a creative partner that can strengthen brand positioning and customer perception? Explore our directory of top retail advertising agencies.
