The effort will be backed by eight TV spots and radio and print ads via Cramer-Krasselt, Chicago and Orlando, Fla., with the "Real Deal" theme to run in 14 states. It is the agency's first work since winning the account in May after a nine-month review.
In August, Winn-Dixie completed an 18-month-long restructuring plan that included store remodeling and trimming some 24-hour units.
"We want to be the friendliest supermarkets in the neighborhoods we serve," said Winn-Dixie Stores President-CEO Al Rowland. "Real good people offering real good food at a real good price is what we're all about."