Iris has been an agency partner of Winn-Dixie’s since 2019, initially engaging in brand strategy and comms planning, and then evolving to an always-on creative and strategic partnership. 

In the summer of 2021, we set out to leverage the Winn Win Twinns to create an ownable Winn-Dixie Marketing moment that no other competitor could copy. This program ran for two weeks from July 26th to Aug 6th, with the purpose to drive yield during a normally quiet week for the business.  

In collaboration with USIM and Net Con, Winn-Dixie’s partner media agencies, the messaging pushed BOGOs to capitalize on the Twin theme of the Week.

Over 1,000s BOGOs were offered across different departments, all throughout Winn-Dixie’s footprint of Georgia, Louisiana, Alabama and Florida. 

The strategy was geared in getting current and new Winn-Dixie customers to shop in store over the National Twinn Holiday and bank on great prices and savings across the store. This was achieved by sparking FOMO (fear of missing offer) and highlighting the 1000s of BOGOs available at Winn-Dixie during National Twin Week. 

The aim was to have shoppers view Winn Dixie as a store that offers the best quality products for Winning prices. 

Our creative featured the Win Winn Twinns and using live action and graphics to tell the story.  

Results: 10% lift in BOGO sales; 3% lift in total sales compared to previous 3-week trend; 5% lift in uncommitted customer trips compared to previous 3-week trend. We set a new record for Mystery Bonus redemptions and had the most app users ever in a single week.