Winn-Dixie Private Brand Cone Crew Hits The Streets


Beginning May 22 a Winn-Dixie-branded truck loaded with Chek soda and Winn-Dixie Private Brand ice cream will be making the rounds of Southwest, Florida

The truck and its crew operated by Interactions a subsidiary of Daymon Worldwide are known as the “Cone Crew”. They will set up with the Winn-Dixie branded Cone Crew ice cream truck, a photo backdrop, and a bistro table where ice-cream lovers can learn about Winn-Dixie’s fuelperks! rewards program and sign up via onsite ipad.

The crew will also  encourage ice cream lovers to experience the iScream photo booth, where the crew will take photos of guests showing their best “scream face.” Patrons may post pictures via social media using designated hashtags for the tour.

Event attendees can mix and match to create flavorful combinations like a “chocolate-covered strawberry float” with chocolate ice cream and strawberry soda or a “tropical float” with vanilla ice cream and orange pineapple soda. The other soda flavors that will include: Root Beer, Orange Pineapple, Cola, Green Apple and Strawberry. Winn-Dixie Private Brand ice cream flavors include Vanilla, Chocolate, Vanilla Orange and Strawberry.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.