Description
When emotions are too big for words – gratitude, apology, congratulations, comfort – people often use food to say what words can't. Food operates like a sixth love language, becoming the emotional shorthand when words feel insufficient. No one knows this better than Publix, and to communicate that message the supermarket is launching a heartwarming 360 campaign titled, "Best Friends"
Developed in partnership with creative agency FIG, this campaign centers on a group of neighborhood dogs trying to make amends with their beloved mailman, Bob. At its core is a two minute hero film directed by Australian commercial, TV and film director Mark Molloy, which is brought to life using fully customized, handmade puppets.
Carefully crafted using no AI and shot on location with handmade puppetry, FIG and Publix are telling an elevated story that echoes the brand’s own commitment to high quality.
Beyond the cinematic film, the 360 campaign extends across broadcast (with :60s cutdowns) and OLV, supported by social content and creator-led extensions. The five social spots, “Pineapple,” “Hot Dog,” “Unsung Hero,” “Peace Offering”, and “Saintly,” follow two of the dogs waiting outside a Publix store while their owner shops.
As part of the social push, Publix is also teaming up with influencers who will follow the lead of the dogs in the film and “say it with pie”– by visiting Publix, gathering ingredients and baking a pie with a specific message for someone they love.
The campaign, live today, builds on the momentum of FIG’s recent campaign for Publix, “Merry Birthday,” further advancing the brand’s ongoing platform.
This professional campaign titled 'Best Friends' was published in United States in April, 2026. It was created for the brand: Publix, by ad agency: FIG. This Film medium campaign is related to the Retail Services industry and contains 3 media assets. It was submitted about 2 hours ago.
Credits
FIG
Mark Figliulo, Founder & Creative Chairman
Tan Erginay, Creative Director
Keegan Sanford, Creative Director
Sara Phillips, Freelance Creative
Erik Fahrenkopf, Freelance Creative
Lizzie Cox, Senior Art Director
Tilden Lincoln, Senior Copywriter
Dan Blaney, Director of Production
George Sholley Mara, Executive Producer
Crissy Cicco, Executive Producer (Post)
Amber Higgins, Partner & Chief Strategy Officer
Philip de Meulemeester, Group Strategy Director
Rachel Winter, Sr. Director Comms Planning
Judith Carr-Rodriguez, Partner & CEO
Hannah Duchardt, Group Account Director
Caroline Keese, Account Supervisor
Lindsay Molsen, Executive Director, Operations & Project Management
Amber Christy, Senior Project Manager
Publix
Malinda Renfroe, Vice President Marketing
Mark Nielsen, Director of Creative Services
Gabi Perry, Group Creative Director, Copy
Emily Woodrow, Group Creative Director, Art
Gretchen Siss, Head of Production
Andrea Collins, Creative Account Director
Kyla Park, Manager, Content Strategy
Small Girls PR, an Orchestra Company
CEO: Mallory Blair
Executive Vice President: Sara Giles
Senior Lead, Client Coverage Programs: Carol Golightly
Head of Influencer Marketing: Lauren Marfoe
Associate Vice President: Steph Ciosek
Director, Influencer Marketing: Skylar Mealing
Account Supervisor: Sammy Esworthy
Account Coordinator: Grace Denenny
Creative Coordinator: Ava Swirzinski
Media: Known
Production Company: Smuggler
Director: Mark Molloy
Executive Producers: Patrick-Milling Smith / Brian Carmody / Sue Yeon Ahn
Service Company: EXIT FILMS
Executive Producer: Leah Churchill-Brown
Head of Production: Jacquie Riley
Producer: Alexandra Taussig
Director of Photography: Jeremy Rouse
Production Designer: Steven Jones Evans
Casting Director: Natalie Harvie of Citizen Jane Casting
Costume: Joanna Mae Park
Hair & Makeup: Jane Atherton
Edit: Work Editorial
Editor: Stewart Reeves
Assistant Editor: Fatos Marishta
Senior Post Producer: Samara Kelly
Managing Director: Erica Thompson
Music: Soundtree Music
Music Title: OFF THE LEASH
Composer: Joe Davies
Music Producer: Luke Fabia
Soundtree MD/Creative Partner: Jay James
Music Supervision: Good Ear Music Supervision
Baking scene song: "(Are You Ready) Do The Bus Stop" by The Fatback Band
VFX/Post Production (Film): ALT.VFX
Founder/VFX Supervisor: Colin Renshaw
Executive Producer: Chris Fieldhouse
Producer: Carly Rosenberg
2D Lead: Marc Gollenia
VFX (Social): Squad 47
VFX: Steve Yeung
Executive Creative Director: Steven Greenstein
Executive Producer: Cassandra Bowen
Audio Post: 750mph
Film Mix: Sam Ashwell
Sound Design: Sam Ashwell and Mark Hellaby
Socials Mix: Matt Valentine
Executive Producer: Olivia Ray
Head of Production: Rachel Saxon
Casting Director: Kirsten Troy
Senior Casting Assistant: Tara O'Kelly
Color: Trafik
Colorist Film: Ricky Gausis
Colorist Social: Taylor Pool
Producer: Alexandra Garcia
Head of Production: Angela Zappella
Music Supervision: GEMS
