Fins Up!
About Lunch Pail
We’re an eclectic mix. A lot of agency experience. A good amount of corporate experience. A strong track record of entrepreneurship.
So, what does that add up to? A crew that understands that great advertising works hard. A crew that knows how to make connections with people to tell great stories. Stories that become part of conversations that lead to financial success.
We have a proven track record of working collaboratively with clients to tell some of the greatest brand stories ever told. There is no B team at Lunch Pail. You work directly with the storytellers themselves.
Every grocery store sells the same thing. So how does one grocery store stand out in this sea of sameness? Well, they could either offer the best price on standing rib roast or they could stop talking like a grocery store and start talking like a brand.
For over 20 years we told true, human stories for Publix. Stories of unexpected kindness, lasting love, and all the special little moments that happen around food. Not by talking about products, but by talking about people.
We told those our stories with hard-working content served up across all media. From ads to the Aprons program to the RED (Recognize, Empathize, and Deliver) program for associates - we were there every step of the way.
Publix
Publix: Just Another Day
Publix: Someone Special
The Results
Brand Recognition/Preference
•Consistently named “America’s favorite grocery store”
•People drive miles past another store to get to a Publix
Growth
•1989: One state, $1B in sales.
•2021: Eight states, 1400 stores, $48B in sales
Profit
•Net profit: 6X industry average
Buffalo Wild Wings
How do you become the highest trending brand during the Super Bowl without running a single ad?
We did a lot of research with Buffalo Wild Wings customers and discovered something rather remarkable: that getting together with friends and hanging out at their favorite restaurant was more important than the game. If only there was a way to extend the game and hang out longer…
That became the strategy for a campaign that helped quadruple the size of the chain, greatly increased YOY sales, and fostered relationships with ESPN, BTN, and CBS Sports. It included media placements that immediately took credit every time a game was interrupted or went into OT.
So when there was a blackout during the Super Bowl and Twitter blew up, guess who was trending?
Buffalo Wild Wings: Sprinklers
Buffalo Wild Wings: Blackout
SE Toyota
Where we learned the art of brand-tailing.
How do you maximize the impact of tier 2 automotive advertising? You talk like a brand while doing product ads.
