Publix Taps Goodway Group in Exclusive Shopper Marketing Overhaul

NEW YORK, NY – April 15, 2026 – In a strategic move poised to reshape its digital advertising ecosystem, Publix, one of the nation's largest and most reputable grocers, has appointed Goodway Group as its exclusive Shopper Marketing Agency of Record. The partnership, effective January 2026, marks a significant consolidation of the retailer’s marketing efforts, placing its entire co-branded digital media program under a single, specialized partner.

This collaboration signals Publix's intent to modernize its shopper marketing strategy for 2026 and beyond. By centralizing its program, the employee-owned grocer aims to protect its powerful brand and intellectual property while creating a more streamlined and premium environment for its Consumer Packaged Goods (CPG) partners. Goodway Group will be responsible for activating and expanding Publix's Shopper Marketing Program, enabling suppliers to highlight their products through a unified suite of co-branded advertising opportunities.

A Trend Toward Consolidation

Publix's decision is not happening in a vacuum. It reflects a powerful and accelerating trend across the retail industry, where major players are moving to consolidate their burgeoning retail media networks (RMNs). As commerce media ad spending in the U.S. continues its explosive growth—projected by eMarketer to have grown by nearly 20%—retailers are recognizing the immense value of their first-party shopper data and the need to control how it's used.

By appointing an exclusive partner, retailers like Publix can establish a fortified, single point of contact for CPG brands. This simplifies execution, ensures brand safety, and creates a consistent, high-quality experience for both advertisers and shoppers. In a landscape dominated by giants like Amazon and Walmart, this level of control and strategic focus is becoming essential for other retailers to compete effectively. Centralization allows them to build a more robust, proprietary media offering that leverages their unique customer relationships without diluting their brand or ceding control to a fragmented network of third-party vendors.

This move positions Publix at the forefront of this strategic shift, aiming to transform its marketing from a series of disparate campaigns into a cohesive, data-driven growth engine.

Goodway's 'Connected Commerce' Advantage

The selection of Goodway Group underscores the agency's growing influence and its differentiated approach in a crowded marketplace. The firm's success is built on its 'Connected Commerce' operating system, a philosophy designed to bridge the long-standing gap between digital advertising and in-store sales. This is executed through a strategic framework known as the '3Cs': Commerce, Connection, and Consulting.

"We are proud to partner exclusively with Publix to expand and modernize its 2026 Shopper Marketing Program," said Paul Frampton-Calero, CEO of Goodway Group, in the announcement. "This dual mandate perfectly demonstrates our 3Cs approach, Commerce through retail media innovation, Connection through strategic shopper engagement, and Consulting through measurable outcomes that drive real business growth."

At the heart of this system is Goodway's proprietary technology, including its GOES™ (Goodway Outcome Engineering System) platform and the application of Agentic AI. This tech stack allows the agency to move beyond simple ad placement, offering predictive modeling, real-time campaign optimization, and transparent, customizable reporting dashboards. For Publix and its partners, this translates into a more intelligent and accountable way to plan, execute, and measure the impact of their marketing spend, directly connecting digital engagement to register rings.

Frampton-Calero added, "Our focus on connected commerce and operational excellence ensures every activation ladders up to a unified, long-term strategy that drives both immediate results and lasting value for retailers and their partners."

A New Playbook for CPG Brands

For the hundreds of CPG brands that rely on Publix's shelves to reach millions of shoppers, this partnership represents a fundamental change in the rules of engagement. The move to an exclusive agency model offers significant opportunities by replacing what can often be a complex and fragmented advertising process with a streamlined, centralized system.

Under the new program, CPG partners will gain access to a more sophisticated and unified suite of tools. Goodway Group will provide cutting-edge support for creative production services, workflow efficiency programs, and advanced measurement solutions. The promise of real-time reporting dashboards is particularly compelling, offering brands unprecedented clarity on campaign performance and return on investment.

This consolidation enables CPGs to more effectively leverage Publix's rich first-party data for highly targeted and personalized campaigns. By working through a single, expert partner, brands can better align their messaging with Publix's premium brand identity, creating co-branded media that resonates more deeply with the grocer's loyal customer base. The partnership is designed to foster deeper collaboration, moving beyond transactional ad buys to build integrated strategies that drive mutual growth for both the retailer and its suppliers.

Publix's Strategic Evolution

For decades, Publix has built its brand on a foundation of superior quality, legendary customer service, and a commitment to being a place "Where Shopping is a Pleasure." Its marketing has historically leaned on traditional media and a strong in-store experience, which has cultivated deep customer loyalty across its 1,432 stores.

The partnership with Goodway Group marks a pivotal evolution in this storied strategy. It is a clear acknowledgment that in the modern retail era, the customer journey begins long before a shopper enters the store. To protect its brand and maintain its competitive edge, Publix is proactively embracing the digital transformation of shopper marketing.

This collaboration is more than just an operational shift; it is a strategic initiative to future-proof the company's marketing vision. By building a sophisticated, centralized system for digital engagement, Publix is ensuring it can meet the evolving needs of its customers and CPG partners in an increasingly connected world. The move reinforces the grocer's dedication to innovation and operational excellence, transforming how it connects with shoppers and solidifying its position as a leader in the grocery business for years to come.