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

Creative Directors

Karin Smatt

Helane Blumfield


Maria C. Segarra


Monica LindAgency

Matlock Advertising

& Public Relations, Atlanta


Publix Supermarkets, Lakeland, Fla.

Creative Director

Quincy Cherry

Art Director

Shawn Arthur


Kate Williams

Aubrey Walker


Wendy Silver


Ernest Washington