November 29, 2013
Beef People 500px
In awarding Winn-Dixie with its “Best Achievement in Store Marketing” award, Private Label Store Brands magazine recognized the campaign’s focus on web and social media.​

National Private Label Store Brands magazine has awarded Winn-Dixie’s 2013 reboot of its “The Beef People” advertising campaign with its prestigious “Best Achievement in Store Brand Marketing” award. The award was announced in the magazine’s November issue.

Winn-Dixie has used “The Beef People” brand tagline since its introduction in the late 1960s. The 2013 campaign marked a return to Winn-Dixie’s emphasis on meat product quality as a central theme in its advertising and store messaging.

The campaign featured the return of the “WD brand” icon, fashioned after brands ranches historically used to identify their cattle. Themes included wood block, detailed photos of various cuts of meat and testimonial photos.

Private Label Store brands lauded Winn-Dixie for extending the testimonial messaging beyond advertising channels and into social media networks Facebook and Twitter.

“This past summer, Winn-Dixie announced an expansion of the campaign to include a Facebook instant-win game with prizes consisting of gift cards for steak, as well as a top prize of free WD Brand Choice Angus Beef for a year,” the magazine article noted.

“We’re very happy that Private Label Store Brands has recognized the effort and energy we put into The Beef People campaign,” said Mary Kellmanson, senior vice president of marketing for Winn-Dixie parent company Bi-Lo Holdings. “We are particularly proud of the creativity behind this campaign. It has helped to again cement Winn-Dixie as ‘The Beef People’ and it provided us with a wonderful platform to introduce WD Brand Choice Angus Beef.”

The magazine also praised the innovation Winn-Dixie and Jacksonville, Fla. advertising agency On Ideas introduced via a contest that gave customers a chance to appear in an ad.

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