How do you generate excitement for an upgraded loyalty program? Retail is noisy and it’s very hard to get noticed. So when Southeastern Grocers became the first grocer to join the American Express Plenti Rewards Program, we needed to promote big customer savings with an even bigger creative idea.

To launch the new Plenti Rewards Program, we tapped Wayne Brady, the uber-talented actor, comedian and star of the hit musical “Hamilton” to inject pure joy into our new offer.

How do you rebrand a 100 year old grocery store? Like this.

Southeastern Grocers had a great idea.  Create a grocery store brand that catered to the large Latino population in south Florida.

If you’ve ever been to Miami you’ll know that the city has an energy and attitude that is unique to it.

The brand was conceived with this in mind.   Fresco y Mas is a vibrant and modern store and the advertising that launched it reflects this both in tone and energy.

In addition to all the advertising, our digital production division, ORA Interactive, created the website frescoymas.com.

Sometimes you just have to cast real employees, send them to work with a world famous choreographer and have them record a song at Dolly Parton’s recording studio. Combine that with incredibly focused every-day-low-price (EDLP) messaging and promotions that actually make consumers drive past a competitors location, and you have our newest campaign for grocery giant SEG (Winn-Dixie, BI-LO & Harvey’s).

Thanksgiving dinner isn’t just a meal, it’s a feast.  A once-a-year occasion when we all get together and are thankful for what we’ve got.

Led by celebrity chef Curtis Stone, SEG laid on a surprise feast for veterans from The Wounded Warrior Project aboard the World War 2 aircraft carrier, The Yorktown.

This campaign, “Great Food Makes For a Great Feast”, included a rare two minute broadcast spot as well as conventional :30 TV, radio, print and digital.

Southeastern Grocers also supported the Wounded Warrior Project with donations of over $3 million that year.

To support a limited edition collection of animal trading cards, The Escape Pod went a bit wild.  Hat tip to legendary voiceover artist Tim Dadabo.  He did a great job here as you’ll see.