BACKGROUND/GOAL
Once a household name for affordability and value, Winn-Dixie had struggled to maintain its position in a fiercely competitive grocery market. Despite improved sales following bankruptcy, the brand continued to face thin margins, shopper fickleness, and intense competition. Brand health studies showed Winn-Dixie lagging behind competitors in Net Promoter Scores (NPS), particularly in shopping experience, product quality and selection, and overall value. Our assignment was to relaunch the brand as a destination for quality products without compromising its value-driven heritage. The challenge was to shift perception, improve margins, and strengthen loyalty in a crowded retail landscape.
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STRATEGIC MEDIA APPROACH
Our multi-faceted approach combined research, advanced analytics, and customized creative strategies to reposition Winn-Dixie while driving measurable business outcomes. Key pillars included:
• Brand Tracker Study: Validated and expanded on customer preferences, confirming where Winn-Dixie was competitive and where it needed to improve.
• IRI Data Analysis: Quantified local competitive realities and identified opportunities for growth.
• Trade Zone Insights: Leveraged proprietary tools to illustrate store penetration overlaps, helping optimize local strategy.
• Localized Messaging: Tailored creative by store to reflect household composition, socioeconomic factors, product mix, renovations, language preferences, and community events.
• Channel Preference Mapping: Unified disparate data sources to build a communications plan focused on quality, value, convenience, and community. This was activated through an always-on brand campaign supported by tactical efforts, including: 100+ store renewal campaigns per quarter, 50 competitive threat response plans, launch of e-commerce initiatives, relaunch of the SEG Rewards program, and the launch of Fresco y Más, a dedicated Hispanic brand.
• Test-and-Learn Agenda: Balanced core vs. growth targets to refine messaging and media allocation.
• Pricing & Promotions Optimization: Adjusted strategies to improve margins without weakening value perception.
• Targeted Media Strategies: Deployed to increase foot traffic, online engagement, and sales conversions.
• Loyalty App Relaunch: Tested in select markets to attract younger, affluent families and expand brand engagement.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
RESULTS ACHIEVED
The relaunch delivered strong results across both in-store and digital channels, validating the approach:
Store Performance
• 47% increase in visitation.
• 33% increase in brand awareness.
• 24% growth among target demographic (F18–24, married).
E-Commerce Performance
• 37% increase in visitation.
• 16% increase in average order value.
• 21% increase in app downloads, driven in part by connected TV (CTV)
