Take a trip back in time at Winn-Dixie.

By On Ideas // Mar 14, 2011 // Agency //

There was a time when you could drive through your neighborhood and find shops that did one thing really well. With today’s trend of “super stores,” that’s mostly gone by the wayside, but at Winn-Dixie, those days never ended. They’re proud of their heritage as The Beef People and were eager to remind customers that not only do they have exceptional meat and seafood, they have expertly trained butchers at every store to help you choose and prepare them. That’s how “Your Neighborhood Butcher” was born.

On Ideas developed an integrated multi-media campaign that built upon the heritage of Winn-Dixie as The Beef People and positioned Winn-Dixie butchers as a valuable, approachable resource for busy families. Phase One focused on the product itself, showcasing the freshness and quality of each and every cut of meat that Winn-Dixie selects and sells. Phase Two presents the Butchers as local heroes, gladly using their passion and knowledge to assist customers with their home-cooking.

Check out our TV and radio spot, microsite and signage from Phase One, and don’t be surprised if your stomach starts growling.