Publix has selected Goodway Group, a connected commerce and digital media agency, as its exclusive shopper marketing agency of record for 2026. The partnership is designed to modernize Publix’s retail media and shopper marketing strategies through data-driven, omnichannel campaigns.
As part of the agreement, Goodway Group will oversee strategy, creative development and media execution for Publix’s shopper marketing initiatives. The agency will focus on bridging the gap between digital discovery and in-store conversion, leveraging retail media data to deliver more personalized experiences for Publix customers.
“Publix has long been a leader in customer service and brand loyalty, and we are honored to partner with them to evolve their shopper marketing and retail media capabilities,” said Jay Friedman, CEO of Goodway Group.
“Our goal is to create a seamless connection between the brand’s digital touchpoints and the physical aisle, ensuring that every marketing dollar drives measurable value for both Publix and its brand partners.”
The move comes as Publix continues to scale its Publix 360 retail media network. By tapping Goodway Group, the retailer aims to provide consumer packaged goods (CPG) partners with more sophisticated targeting and closed-loop measurement tools, allowing brands to better understand the impact of their marketing spend on actual sales.
“As the retail landscape becomes increasingly digital, it’s critical that we provide our brand partners with the tools and expertise they need to reach our customers effectively,” the company noted in the announcement.
Goodway Group was chosen for its expertise in “connected commerce,” an approach that integrates retail media, digital performance marketing and traditional shopper marketing into a unified strategy. The agency will work closely with Publix’s internal marketing and retail media teams to execute the 2026 roadmap.
Lakeland, Florida-based Publix Super Markets Inc. operates more than 1,380 stores across the Southeast and recently reported 2025 annual sales of about $60 billion.
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