To:
Frozen and Dairy Vendors
From
Greg Bates / Frozen Foods Category Manager
Mickey Phillips / Dairy Category Manager
Date
10/14/11
Subject
Publix 2012 October Cool Food for Families Program
Purpose
Program Details
This letter serves to announce and communicate the details of the 2012 Publix
October Cool Food for Families Program. This program will be exclusively for
dairy and frozen brands.
Publix is offering suppliers the opportunity to participate in an exciting consumer
marketing program. Details:

Customized insert page in the Publix Monthly Grocery CO-OP dropping
in all Publix markets on 10/14/12; Circulation will be approximately 4.7
million. The majority will be in newspapers, which includes 2 Hispanic
newspapers in the Miami Market. Every Publix store will receive a
minimum of 1,000 flyers plus shelf signs for each participating
brand. Publix will select and place all items chosen to participate in the
flyer.

Brand specific shelf signs reflecting coupon offer or reduced price along
with the customized event logo, to be placed on shelf for three weeks
10/13/12 to 11/2/12.

Two (2) vendors will have the opportunity to have their product sampled
(3 hours per brand – 6 hours total) at the 900 stores for one day the
weekend of 10/19/12. Each vendor will have the opportunity to provide
additional product support materials to be handed out during the sampling.

If demo brands are secured an additional 200 pages of the event flyer will
be provided to each of those stores. Tent cards supporting the event will
be provided to decorate each demo table.

The co-op insert page will be processed differently than the standard
method for the Dry Grocery Co-Op. All Dairy proposals need to be
emailed to Mickey Phillips and Frozen to Greg Bates by 5/18/12.
Vendors will be notified of participation approval by 6/15/12.
Publix 2012 October Cool Food for Families Program,
Participation Options (3)
1. Two (2) demo packages available; sample your brand in 900 Publix
stores for 6 hours. Total cost of $75,000 per brand includes:

Participation in Cool Food for Families Co-Op with either
Reduced Price (value of $12,500) or Coupon (value of $14,500)

All demo costs (fees, product costs, supplies needed) are
included.
Note: Program fee does not include coupon redemption
2. Coupon spaces available @ $14,500 per coupon (limited to one brand)

Coupons must use a look up number which will be issued by
Publix. Coupon dates: 10/13/12 – 11/2/12.
3. Reduced Price spaces @ $12,500 per brand/space

Reduced Price will be scanned for the 3 weeks of the program
Both levels include customized shelf signs for participating brands in all
stores, 4.7 million circulation of flyer.
Vendor
Responsibilities
1. Complete the Publix 2012 Cool Food for Families form.xls and e-mail to
Mickey Phillips (mickey.phillips@publix.com) or Greg Bates
(greg.bates@publix.com) by 5/18/12.
2. If needed, please request program files from shivers@cooldfoods.org
3. Once notified of participation approval

Submit cost form to appropriate buyer by 6/29/12

Necessary brand artwork due 7/27/12

You will be contacted by PromoPoint Marketing as to
the details of the artwork requirements for your brand
4. We are seeking hot deals that will build customer loyalty and move
product through the system quickly. Additionally, it is our desire to further
enhance the Publix image as a great place to shop for exceptional values
during this event.
Program
Implementation
1. The contacts for any questions regarding the program implementation is:
Frozen & Refrigerated Foods of Central Florida (shivers@coolfoods.org)
2. Linda Lamberson 813-769-4029; Joan Sogan 727-586-7525
2. You will be billed by the Frozen & Refrigerated Foods of Central Florida
for the event. Payment Due by 11/23/12.