Publix: At Season's Peak
- Interaction Designer,
- Experience Designer,
- Lead Developer
- Publix Supermarkets,
- Bluecadet
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.
The Client
Publix is one of the largest and most beloved employee-owned supermarket chains in the United States. Founded in 1930 by George W. Jenkins in Winter Haven, Florida, Publix has grown to become a leader in the grocery industry, known for its exceptional customer service, high-quality products, and strong commitment to community engagement.
The Campaign
Publix launched the “At Season’s Peak” program to educate consumers about seasonal produce and encourage them to buy fruits and vegetables when they are at their best. This initiative aimed to enhance customer satisfaction and loyalty by highlighting the benefits of seasonal produce.
The Challenge
The website needed to support the “At Season’s Peak” campaign by featuring dedicated sections with seasonal produce highlights, recipes, cooking tips, and nutritional information. Interactive content would provide customers with inspiration and practical advice. The website also needed to include special promotions and an easy-to-navigate interface to enhance the overall customer experience and drive online engagement and sales.
The Solution
We created a dedicated web experience providing detailed information about the optimal times of the year for various fruits and vegetables. In addition to being a resource for key nutritional information, the site also provided opportunities for visitor engagement through user-generated recipes, contests, newsletters, and time-based notifications.
Seasonal Produce Information
The design strategy focused on supporting the campaign’s mission to educate and engage consumers. It did this through plain language, engaging micro-interactions, and a cinematic flow through the content.
In the spirit of the campaign’s focus on season-specific information, a custom CMS let content managers curate the site using time-based triggers to release content in concert with key milestones in the campaign.
A Cinematic Experience
A full complement of video transitions were created to maintain a seamless flow for visitors as they moved through the site.
Recipes and Contests
Offering recipes and hosting recipe contests to inspire customers to use fresh, seasonal produce in their cooking.
The Outcome
The “At Season’s Peak” campaign resulted in increased customer engagement, higher sales of featured produce, and enhanced brand loyalty. The focus on fresh, seasonal ingredients resonated well with consumers, leading to a stronger perception of Publix as a source of high-quality, fresh groceries.
