CASE STUDY: PUBLIX SUPER MARKETS OVERCOMES UNION OPPOSITION TO EXPAND TO NEW MARKETS

Client:

Assignment:

When Publix, one of the largest non-union grocery chains in the country, made plans to enter into new territory, it experienced an assault by its unionized competitors. The United Food & Commercial Workers' Union used smear tactics in an attempt to hurt the company's credibility in its new territory. Jackson Spalding assisted the expanding retailer with advance crisis planning to minimize the union attack. We quickly became a daily partner in their image efforts.

Strategy/Implementation:

After interviewing the top executives at its Lakeland, Florida Headquarters, we wrote a detailed crisis plan that included more than 90 specific crisis scenarios. In addition, we pitched proactive news stories to counter the inevitable attacks. We also media-trained top executives to represent the company at media events. Other efforts included a White Paper on Union Corporate Campaigns and a strategic philanthropic plan to reinforce the company's mission and positioning.

Results:

Although the union spent close to $5 million on a campaign to discredit Publix, the grocery chain's market share went from 0 to 25 in less than eight years. Industry analysts called our client's growth "remarkable." Today, with close to 1,000 locations, Publix is consistently recognized as a favorite retailer in independent market polls. With $23 billion in retail sales in 2007, Publix continues to expand into new geographic markets. The company has partnered with Jackson Spalding for more than a decade.