Archive for January, 2009

Publix Uses Food Art To Celebrate West Indian Independence Days

January 27, 2009

ATLANTA,  August 19, 2008 —  Publix has extended its Independence Day print ad campaign targeting West Indians from the Bahamas, Barbados, Haiti, Jamaican, and The Republic of Trinidad & Tobago, with vibrant and compelling ads using food-as-art to create a national icon of each island.  The print ads will run in select newspapers in south Florida, supported by a radio campaign.

“A large part of our consumer base in South Florida is made up of customers from the West Indies.  We respect and appreciate that they are extremely proud of their home country’s culture and history,” said Kimberly Jaeger, Publix manager of Media and Community Relations. “In our effort to celebrate this consumer, we wanted to highlight each island’s Independence Day as we know it is a time for cooking, celebration and reflection.  This ad campaign celebrates the rich heritage of each island through foods that are a part of their culinary customs and available at Publix.”

Jaeger explained that the first series of ads featured each island’s flag designed from favorite island produce, tagged with a nugget of island history and the date of its independence.
The new ads have been expanded to highlight national icons from each country with Carnival women for Trinidad & Tobago, a humming bird for Jamaica, a flying fish for Barbados, a bus for Haiti, and a conch shell for the Bahamas.  Keeping in line with the campaign tag, “a culture so rich you can taste it,” every part of each icon is edible or a part of a plant down to the Carnival women’s coco and cinnamon eye shadow and eyebrows of brown rice; the passion fruit eye and green onion tail of the humming bird; and the strawberry mud flaps and banana tailpipe of the Haitian bus.
“Not only does this campaign allow Publix to celebrate the Independence Days of our West Indian customer, it gives us an opportunity to share cultural information with all our customers,” said Jaeger.

The Independence Day campaign was created by Matlock Advertising & Public Relations.
“We understand Publix’s commitment to this consumer’s passion for culture and country and the importance of developing messaging that celebrates them,” said Tobi Carvana-Moore, associate creative director at Matlock. “With this, we wanted something that would deeply resonate with this particular consumer, but also was something every Publix customer could enjoy.

The intense creative process included a brainstorm with the creative team on what icons to use, and then viewing items from Publix to determine what food would look best like the many parts of the icon.  Once this was determined photos were taken, and then each icon was composed.



Matlock Advertising & Public Relations Honored Among 2008 Atlanta Addy® Recipiants

January 27, 2009

Atlanta AddysAtlanta, Feb. 5, 2008 – The local branch of the American Advertising Federation (AAF) announces the recipients of the 2008 Atlanta ADDY® Awards.  Matlock Advertising & Public Relations received a Bronze ADDY® for their Publix Super Markets ad.

“Feeding Minds, Growing Community” for Publix

January 27, 2009

ATLANTA, GA, December, 1 2008 – Publix Super Markets Inc. joins UNCF – the United Negro College Fund  – in a gift card program that donates money to empower communities in the metro-Atlanta area by providing an education to thousands of African American youth.

UNCF Publix Gift CardPublix believes in feeding the body and the mind.

As a proud sponsor, Publix Super Markets Inc. joins UNCF – the United Negro College Fund in the heartfelt belief that a mind truly is a terrible thing to waste. In acting on that belief, metro-Atlanta area Publix stores are offering a two-fold opportunity to give to family and friends while also making a contribution to UNCF. With the spirit of giving in the air this time of year, Publix donates $5 to the UNCF scholarship fund for a $25 UNCF gift card that is purchased and redeemable at all Publix stores.

This gift card program is another effort by Publix to empower communities in the metro-Atlanta area by providing an education to thousands of African American youth.

“Publix is proud to help open the doors of opportunity for future college graduates,” says Brenda Reid, media and community relations manager for Publix Super Markets Inc., “Through this program, a simple holiday gift for a coworker or token of thanks for a neighbor becomes an investment in a brighter tomorrow for deserving students.”

With the United Negro College Fund gift card and other programs, Publix demonstrates its belief in the power of higher education to change not only one person’s life, but our collective future.
For more information please visit your local Atlanta area Publix Super Market.

Matlock Advertising & Public Relations Launches Chase Legacy of Homeownership Film Challenge

January 27, 2009

ATLANTA, July 28, 2008 – Matlock Advertising & Public Relations partnered Chase, one of the nation’s leading residential housing lenders, with HBO to launch an innovative amateur film challenge to capture the legacy of homeownership in the African American community.

ISELIN, N.J.—July 28, 2008 – Chase, one of the nation’s leading residential housing lenders, today announced Crystle ‘Clear’ Roberson from Atlanta and Vincent Singleton from Chicago as the winners of The Chase Legacy of Homeownership Film Challenge, a competition for aspiring filmmakers launched at the 2008 Sundance Film Festival.

Chase worked with Home Box Office (HBO®) and to discover emerging filmmakers in Atlanta, Chicago, Houston and New York to share their vision of legacy preservation through homeownership within the African-American community.

One finalist from each city received $5,000 and products from Kodak Motion Picture Film to produce and direct their original five-minute film. All four films received an exclusive screening in New York at HBO headquarters.  Roberson’s film, “Next Door’s Next,” won the People’s Choice Award; and Singleton’s film, “The Porter,” won the Judge’s Choice Award.  Each received a $2,500 filmstock certificate from Kodak Motion Picture Film and an opportunity for their films to air on HBO Properties.


Matlock Advertising & Public Relations Drives Partnership with Keyshia Cole and Luster’s® Pink® Brand Smooth Touch®

January 27, 2009

Atlanta, GA (May 6, 2008)–Luster Products, Inc., the nation’s largest African-American owned hair care company, recently signed with award-winning, R&B singer-song writer and producer Keyshia Cole as the face of Luster’s® Pink® Brand Smooth Touch®.  The partnership was lead by Matlock Advertising & Public Relations, to launch the new “Get Used to the Attention Campaign”.

Atlanta, GA –Luster Products, Inc., the nation’s largest African-American owned hair care company, has partnered with award-winning, R&B singer-song writer and producer Keyshia Cole as the face of Luster’s® Pink® Brand Smooth Touch®.

The partnership between Luster and Cole was lead by Matlock Advertising & Public Relations, Luster’s agency of record for integrated marketing and strategic branding.

On the market for nearly 10 years, Smooth Touch® is getting a new look that includes integrating Cole on product packaging and advertising. Launching the new advertising campaign, “Get Used To The Attention,” the company was looking for a spokesperson that exhibited the genuineness and authenticity that mirrored the mindset of today’s young, urban consumer as trendsetter, social networker and entertainment seeker. Keyshia Cole is an established brand that young consumers trust and love to emulate, making her a natural fit for the brand’s position of creating superstar looks every day.

“Today, brand ambassadors need to bring more value to the company than just being a talking head,” said Marla Jones, general manager at Matlock. “We took a strategic approach to carefully research someone who consumers could trust, who possessed similar mindsets and whose lifestyle and ambitions Smooth Touch® could organically follow. By partnering with Keyshia Cole, Luster Products wanted to send a clear message to consumers that their dreams and aspirations are often the same as those of the celebrities they love. And, Keyshia has been courageously public about sending the same message to her fans, in her music, on her television show and in interviews.”

According to Luster’s Director of Marketing, Brenda Turner, “we shared with Matlock that we wanted a spokesperson that felt like, looked liked and engaged the emotional touch points of the target. Through our efforts and understanding of the target audience, they brought us a spokesperson that definitely adds a “smooth touch” to our positioning and marketing initiatives.”

Luster’s® Pink® Brand Smooth Touch® relaxer system, styling and maintenance products will be in-stores this summer.


Matlock Advertising & Public Relations and Luster’s It’s An Everyday Thing™ on the Scene with Rolling Out

January 27, 2009

Atlanta, GA, July 10, 2008 – Rolling Out was on the set for the filming of Luster’s new Pink® Lotion ad campaign ‘It’s An Everyday Thing’.

The normally quiet Glenwood community was abuzz as television crew members scurried about to add the final touches to their carefully constructed commercial sets.  Though the process was sure to run long into the night, the energy on the scene was at peak level, as the cast and crew began to grasp the importance of the undertaking.  Luster’s Pink Lotion would mark its 41st birthday by exploding onto the airwaves with an all-important new look, feel and formula.  Recognizing the opportunity to be a part of industry history, all of the players involved embraced the moment and jumped at the prospect of making a personal contribution.