Meijer and Publix want you to believe in their new Christmas spots

Discussion
Sources: Meijer - “Warmest wishes from our family to yours.“; Publix - “The Attic”
Dec 07, 2021

Meijer and Publix do not compete with one another in the same markets but the two retailers are going head to head in the second installment of the RetailWire Christmas Commercial Challenge. The winner of this week’s vote will move on to take on Macy’s, which last week edged Kohl’s, and future victors to determine the best holiday spot produced by a retailer in 2021.

This is the second consecutive year that Meijer has made it into the competition as its holiday spots become must-see productions in the Midwestern markets it serves. Publix, which has been expanding northward up the East Coast from its home market of Florida, makes its first ever appearance. Both spots build their stories around “believe” themes.

Meijer’s “Someday” spot is a story of a grandfather, grand kids, a tree and the passing of time. Be prepared for some growing Christmas joy.

Publix’s “Attic” spot doesn’t have a sub sandwich or a BOGO in sight, but it does have a young girl who gives her elderly neighbor “a reason to believe.”

(Editor’s note: If you would like to nominate entries for this year’s challenge — either domestic or international — please email the name of the retailer and a link to the spot to adchallenge@retailwire.com.)

DISCUSSION QUESTIONS: What is your critique of the Christmas spots from Meijer and Publix? Which retailer does a better job of connecting with its core customers while reaching out to new shoppers with its commercial?

Please practice The RetailWire Golden Rule when submitting your comments.
Braintrust
"You know what? We need feel-good stuff like that after the last two years. No critique here, just -- thanks!"
"Both are heartwarming but I am giving it to Meijer. And I am kicking myself for not planting a Christmas tree with my own kids."
"I’m a sucker for a kid in a Christmas spot – going with Publix (but it was a tough choice)."

Join the Discussion!

19 Comments on "Meijer and Publix want you to believe in their new Christmas spots"


Sort by:   newest | oldest | most voted
Jeff Sward
BrainTrust

Both are terrific, but Publix gets the nod. Watching a child demonstrate the importance of giving, and then experiencing the joy and selfless satisfaction of that giving is a wonderful life lesson for all. True holiday spirit.

David Naumann
BrainTrust

I agree that the Publix commercial is much more heart-warming with the child making a personal connection with the elderly neighbor. It is more emotional than the Meijer commercial, but both have good holiday messaging that will have a positive impact on brand images with consumers.

Georganne Bender
BrainTrust

True holiday spirit would be inviting your lonely neighbor over to your house so he wouldn’t feel so alone. #justsayin

Liza Amlani
BrainTrust

The Publix spot definitely pulls at your heartstrings. Loneliness is sadly a very real outcome of the pandemic and this commercial’s point hits home. It is reality for many people today and, as Christmas is quickly approaching, the time with family and friends is more precious than ever before. Viewers will connect with the concept on a deep emotional level and the message transcends all demographics and markets.

Kevin Graff
BrainTrust

What’s not to LOVE about both? Just pure emotional “selling” which trumps the usual “hey come buy something from us” message. Very well done.

Lee Peterson
BrainTrust

You know what? We need feel-good stuff like that after the last two years. No critique here, just — thanks!

Katie Thomas
BrainTrust

Both are sweet, but Meijer wins for me due to the simplicity and the focus on family. I find the narrative easier to follow and following the growing family just really resonates with me! While nice, I find the Publix friendly neighbor angle to be a bit overdone.

Rich Kizer
BrainTrust

My vote is with Lee. Enough said.

Neil Saunders
BrainTrust

Both of them are great. Sweet, sentimental and focused on some of the wonderful (non material) things that holiday brings. Meijer’s had a clearer story so my vote goes to them, but that doesn’t take away from Publix’s excellent effort.

Dr. Stephen Needel
BrainTrust

I’m a sucker for a kid in a Christmas spot – going with Publix (but it was a tough choice).

Lisa Goller
BrainTrust

Both heartwarming spots celebrate the holiday joy of connection across generations. The ads also reflect diverse younger consumers, which can help more shoppers feel welcome and represented.

Publix’s spot shows how kindness and generosity build community across households and generations.

Meijer’s spot is slightly stronger. Its story of family tradition and legacy will resonate with its core audience of Midwestern consumers.

David Spear
BrainTrust

Both of the spots are incredibly heartwarming and tug at your inner core. I loved them and it is very hard to pick a winner, but I’d give a slight edge to the Meijer spot. That said, both highlight family, values, traditions, friendship, believability and the real spirit of holiday happiness. Furthermore, they do a great job of galvanizing a message of family, togetherness, and sharing – which reinforces many of Meijer’s and Publix’s company values.

Patricia Vekich Waldron
Staff

Both are a little too sweet for me — but I prefer the Meijer spot as it has some branding and connection to their offerings.

Harley Feldman
BrainTrust

Both ads demonstrate the joy of Christmas, Meijer evolving through the history of a family and their growing Christmas tree and Publix through the good deed the little girl does and the gift that comes back. I think Publix does a better job connecting with people because the story is more involved and the ending is a nice surprise.

Georganne Bender
BrainTrust

Both are heartwarming but I am giving it to Meijer. And I am kicking myself for not planting a Christmas tree with my own kids. I can guarantee you my grandchildren will have a Christmas tree to nurture and watch grow. I’d plant it today if I could.

I like the Publix spot too but it always bugs me that the families in commercials like this never invite the lonely person to their home for dinner, hot chocolate, something. It’s always through the window or cookies on the porch.

An hour after seeing these spots I bet the average person can’t remember who they are for. Why not add a small holiday themed logo in the lower right hand corner? It’s a missed opportunity.

jigzed
Guest
1 year 1 day ago

Gonna have to go with Meijer on this one. After a couple of holidays sans grandparents, seeing the fruition of a shared tradition as a family has me shedding a few tears.

Craig Sundstrom
Guest

Like most of us, I went with Meijer: the Publix ad just seemed to have an ominous, gloomy feel to it … which is too bad, because I think it’s ultimately a more meaningful spot.

The winner was well done, ticking off all the boxes on traditional and contemporary “must have”s; only one thing bothered me: the tree seemed to age more slowly, and Grandpa (much) more quickly than the children.

Richard J. George, Ph.D.
BrainTrust

Both ads continue with the theme of family and friends during the holiday season. I give the tie breaker to Meijer for its attention holding and inter-generational presentation. However, I’m not sure viewers would remember who sponsored each commercial; let alone attract new customers or connecting with their respective core customers.

emhart
Guest
11 months 27 days ago

Meijer wins for me. I loved the idea of planting the Christmas tree and watching the tradition grow with the family. The Publix one actually kind of scared me when I saw the snowman in the window and it took me half the commercial to understand what was happening.

wpDiscuz
Braintrust
"You know what? We need feel-good stuff like that after the last two years. No critique here, just -- thanks!"
"Both are heartwarming but I am giving it to Meijer. And I am kicking myself for not planting a Christmas tree with my own kids."
"I’m a sucker for a kid in a Christmas spot – going with Publix (but it was a tough choice)."

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