Publix “Ours is made with fresh ingredients”

Publix Premium 1Florida-based grocer Publix continues to set the standard for confident private brand merchandising and promotion with a front of store endcap that features its Publix Premium Pasta Sauce. The prominent signage pits the Publix Premium Creamy Vodka head to head against Classico Vodka Sauce and boldly proclaims:

“Ours is made with fresh ingredients”

  • Whole Italian plum tomatoes
  • Imported Italian olive oil
  • Imported Pecorino Romano Cheese

And they are on sale 2 for $4.

Publix Premium 2

Publix Premium 3



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Christopher Durham
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.