Winn-Dixie – Neighborhood Butcher

• Print
• Radio
• TV
• Web
• Outdoor

Situation

To celebrate Winn-Dixie’s 80-year heritage as “The Beef People,” On Ideas introduced the Neighborhood Butcher campaign, rolled out in two phases. Phase One focused on remembering the days of neighborhood specialty shops, positioning Winn-Dixie as your Neighborhood Butcher Shop.

Goal

In Phase Two, the creative evolved to show how Winn-Dixie’s expertly-trained butchers in each neighborhood store are readily available to share their advice, help customers with recipes and give cooking tips. The creative presented a fun, personable way to showcase the butchers as approachable, full of helpful hints and always glad to assist Winn-Dixie shoppers.

Silver Bullet

The integrated multi-media campaign uses straight-forward, descriptive copy paired with strong visuals of appetizing meat department products. Our friendly butcher characters have become the “face” of the campaign in both General Market and Hispanic media.