Advertising
Publix: At Season's Peak
There's something uniquely satisfying about enjoying fruit at the peak of its season. However, with the convenience of year-round availability at local grocery stores, many consumers may not be aware of when different fruits and vegetables are at their most flavorful.
Overview
- 01 / Problem
- Publix wanted customers to buy each fruit and vegetable when it tastes best, and to see Publix as the grocer that knows when that is. Its 2009 "At Season's Peak" site had to change as the growing year did.
- 02 / Design Challenge
- As Bluecadet's Lead Developer, Russ designed the interactions and built the site and its CMS, working from the visual designers' mockups.
- 03 / Approach
- The navigation is a produce calendar of thirteen crops, and content was released on time-based triggers as each one peaked. Visitors could subscribe to individual crops by text or email, with a no-resale promise on the form.
- 04 / Outcome
- Captures of the live site survive, including a recipe contest in its winners state. No sign-up or sales data does, and the case study's "Outcome" section states intent, not results.