Publix Caribbean Heritage Campaign
The objective of this campaign was to create and sustain an emotional connection with Caribbean customers. We wanted to be genuine and authentic in our approach so we chose to accomplish that by featuring real people of Caribbean Heritage who could tell us about their favorite dishes, recipes and traditions. The stylists and I really leaned on our talent to guide us through prop and recipe selection, making sure we were being as culturally authentic as possible.
Because we had a low video budget, the video aspect of this campaign focused on the beauty of ingredients and how those ingredients are used in traditional dishes.
Art Director & Designer: Jimena Lopez
Copywriter: Max Barashenkov
Creative Director: Matt Ruecker
Photographers: Suzanne Clements (ingredients & dishes,) Brandon Cruz (talent,) Julian Cousins (talent & food)
We wanted to feature professional chefs but also "everyday" chefs like grandmothers and the very food stylists we worked with every day. The result was a campaign that focused on beautiful ingredients that were familiar to the Caribbean community, as well as familiar chefs and people they could relate to. 
The ingredients and dishes below were all created by our chefs, featured above. All we gave them for direction was a list of ingredients to choose from and asked that they send us their favorite traditional recipes featuring those ingredients.

Disclaimer: The brochure was placed incorrectly by the store and should not be blocking the text

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