Publix Super Markets has found a unique, interactive way to promote its new GreenWise Market format, which opened in Palm Beach Gardens, Fla., this fall.
The Lakeland, Fla.-based chain has just launched an interactive, educational website, publixgreenwisemarket.publix.com, that helps explain the difference between foods that are considered “eco-friendly,” “natural” and “organic,” among other topics.
Using Flash technology, a character dressed as a Publix associate says to visitors, “Hey, maybe you're new to this. What's the difference between organic, all-natural and earth-friendly, anyway? I'm going to show you why making Publix GreenWise Market a part of your life is smarter and easier than you might think.”
Publix used a person virtually talking to customers “to make sure that our customers and future customers really understand what Publix GreenWise Market stands for, and what the terms ‘all-natural,’ ‘organic’ and ‘earth-friendly’ mean,” said spokesman Dwaine Stevens. “Sometimes it's easier to explain these terms verbally than in writing.”
“While the term ‘organic’ is regulated, the term ‘all-natural’ is loosely defined. We wanted to help our customers understand exactly what they were buying when they picked up a product that is labeled organic or all-natural,” Stevens explained.
After his video intro, the character then directs visitors to select from one of the educational topics — Organic, All-Natural and Earth Friendly — on the front page for further information.
The site also includes tips for choosing organic foods and natural cleaners, including lists of “Top Organic Picks for the Kids” and “Naturally Sweet Air Fresheners.” Recipes using natural and organic foods are also provided.