Seen in a photograph, yogurt looks no moreappetizing than grout. So this ad is wise to show us a spoon, a cow and a yogurt container, letting our imaginations fill in the blanks. Is the picture of the girl leading the cow a cliché? Yes, it is. But it's a sufficiently likable cliché that consumers will be happy to see it one more time. Plus, the use of the grocery bag as a framing device gives a freshness to the visual. As people like Warhol understood, it's fun to look closely at everyday objects whose familiarity makes them almost invisible to us. In this context, it works to give Publix a homey, not-so-corporate aura. The text doesn't add a great deal to the mix. If brands routinely confessed to using so-so ingredients, we'd be impressed by one that refers (as Publix does here) to its use of "the highest quality ingredients." As things stand, the claim is white noise. And have you ever seen a dairy product that spoke of using a grade of milk other than Grade A? Agency
SFI Creative Group, New York
Beacon Hill, Boston
Maria C. Segarra
& Public Relations, Atlanta
Publix Supermarkets, Lakeland, Fla.