Slow & Low Live Show

The Publix Aprons Slow & Low Live Show was an omnichannel activation campaign like no other in the history of Publix and Facebook. What began as a painful briefing session with three strategist turned out to be a historic understaking with hundreds of team members and thousands of participants across the southeast of the U.S. and some around the globe. (And, it all started with a joke walking down corporate halls.)

This eight-hour Facebook live interactive cooking show and company-wide campaign brought together old television and radio techniques and new social media innovations that broke records in sales, viewership, and it even reimagined internal infrastructure, team dynamics and processes.

Our purpose for the campaign was to leverage Facebook Live’s infrastructure to bring entertainment and advertising together in a eight-hour experience fueled by existing customers, social followers and new target audiences. This new approach was created to promote the Publix Aprons recipes/programs platform, as well as reinforce Publix's position as the brand that always listens to customer needs/wants—even online.

"Make your thinking as funny as possible.” ― David M. Ogilvy

The concept was simple: Livestream an original slow and low chili recipe for 8 hours; every hour adding ingredients voted by our Facebook audiences. People could tune in and out as they wanted and interact with our chefs and guests. As the day went by, we would encourage people to go test the chili at their local Publix at the end of the day. (1,000 stores in total!)

Selling this idea was not simple, and getting over 100,000 thousand dollars in production was an uphill battle. However, we brought internal teams and vendors together, partnering for both production dollars and content segment ideas, to engage internal and external audiences leading to the event, as well as for eight hours straight on Facebook, Instagram and other social platforms. 

This was definitelty one of the most important moments in my career and the omnichannel campaign our team developed to support this activation is still one of my most prescious creations. (Peek behind the curtain.)