Winn-Dixie Launching ‘Real’ Campaign

NEW YORK–Supermarket retailer Winn-Dixie Stores confirmed that it is set to roll out what it calls “a multi-million dollar” TV, radio and print campaign (, Aug. 20).

A series of eight TV commercials from Cramer-Krasselt’s Orlando division were filmed on location in the supermarket’s hometown of Jacksonville, Fla. The first is set to air on Oct. 3 on all major networks within each of Winn-Dixie’s 14 states of operation. The tag: “Real deal: Real good food, from real good people, at a real good price.”

The retailer says its goal is to strengthen its image as one of the nation’s largest supermarket chains following Winn-Dixie’s closing of more than 100 stores and laying off of about 11,000 employees.

Winn-Dixie spent $35.1 million in 2000 and is estimated to have a budget of more than $45 million for 2001.