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Breathe Breaks Effort for Grocer

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NEW YORK -- Breathe Interactive has launched an online campaign for Publix Super Markets aimed at driving traffic to a recipe section on the grocer's Web site.

Online ads, running through the end of the year on such sites as Epicurious and Yahoo, promote Apron's Cookbook, a section that features easy-to-prepare recipes on Publix's site ( http://www.publix.com/ ). Targeted at recipe enthusiasts, Flash creative units highlight recipes for island pork, beef gorditas and bacon-wrapped shrimp.

The effort was developed in collaboration with the Southeast supermarket chain's offline agency, WestWayne. The Atlanta-based independent bought Breathe Interactive in June to bolster its inhouse direct- and interactive-marketing services [IQ Daily Briefing, June 3].

This is the first Internet campaign plugging Publix's Web site content. Last summer, Breathe partnered with WestWayne to create an online push that promoted Publix services in limited operating markets. The budget for the latest effort was not disclosed.