Winn-Dixie Uses Digital Billboards to Reach Everyday Consumers

Winn-Dixie has long been a familiar name for shoppers across the Southeast, known for its neighborhood grocery stores, fresh food offerings, and strong connection to the communities it serves.

This spring, PJX Media supported Winn-Dixie with an out of home (OOH) campaign designed to build awareness across key Florida markets. The campaign focused on reaching consumers close to store locations.

Driving Awareness Around Florida Store Locations with OOH

The primary goal of the campaign was simple: build general awareness for Winn-Dixie stores and openings across Florida. To support that objective, the campaign ran across digital billboards in Jacksonville, Tampa, Miami-Fort Lauderdale, and Orlando. These markets gave Winn-Dixie strong coverage across the state while keeping the media focused on areas where the brand wanted to reach current and potential shoppers. Billboards selected within a raidus of Winn Dixie locations were prioritized.

Reaching Everyday Customers with Creative

The creative leaned into simple, appetite-driven messaging that made sense for a grocery brand. Lines like “Fresh Just Got More Affordable” spoke directly to value, a message that matters to shoppers as they make decisions about where to buy groceries. Another creative, “Napkins Strongly Encouraged,” brought a more playful tone to the campaign, featuring a consumer enjoying fried chicken and spotlighting the kind of prepared food moments that can drive store visits.

The strength of this campaign came from its simplicity. The brand used high-visibility digital placements to remind people what they already look for in a grocery store: fresh food, good value, convenience, and options that fit into real life.

Helping Brands Show Up in the Right Markets

For grocery and retail brands, OOH can be especially effective because it reaches people as they move through their daily routines. Consumers are commuting, running errands, picking up kids, heading home from work, or moving between neighborhoods. Market-level awareness is important: it helps keep the store top-of-mind before the shopping decision happens.

Out-of-home continues to be a strong channel for brands looking to reach consumers in the real world. The OAAA shared from one study,

68% of shoppers notice OOH ads on their way to retail stores, and 42% say OOH ads impact their in-store purchase decisions.

At PJX Media, we help brands and agency partners plan out-of-home campaigns that are clear, strategic, and easy to activate. Whether the goal is building awareness, supporting store openings, driving retail traffic, or reinforcing a local market presence, our team works closely with partners to make sure the media plan fits the objective.

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