Winn-Dixie is  a regional grocer in the Southeastern US striving to enable the ‘little winns’ that make everyday life better for their customers. Over the past year, the brand has successfully laid claim to the notion of ‘winning’, through the launch of their ‘It’s a Winn Win’ brand platform, alongside the development of the Winn-Win Twinns. ​​

For the 2021 holidays, Winn-Dixie wanted to build on this and make more of that ‘winning feeling’ with a new installment of a seasonally driven campaign - one that boosts their reputation as a participation brand that prioritizes customer experience.​

The Winn-Dixie Rewards program truly takes holiday grocery shopping to the next level – and was the prime way of taking Winn-Dixie to the next level. It gave power back to customers with superior and personalized ways to save on quality items for main holiday dishes.​

Iris partnered with USIM and Net Con and  brought to life an amusing and surprising Holiday campaign to push this rewards program; it was positioned as “the most rewarding time of the year”. The creative campaign centered an action-packed musical with unique lyrics written to “Deck our Carts” a spin on the famous “Deck the Halls” Christmas classic.​

Thanks to an effective media planning strategy, Winn-Dixie saw incredible results, in amplifying brand perception and broaden brand shopper base. Not only that, but: ​

• ​Holiday sales at Winn-Dixie were at a 3-year-high ​​
• Ad recall hit a 2-year high in December-2021 due to the effective media strategy that focused on TV and brand promotional content​
• Lift in uncommitted customer trips​ compared to previous three week trend
• Increases in the consideration set and non-shopper promoter segment​
• Increase in 3 of 4 key driver categories in “perception” ratings with non-shoppers