Absurdly, totally, heart-warmingly unexpected. Fig’s creative genius gives supermarket chain, Publix, an edge without the usual ad tropes in its sector. It’s the “Pixar” story of a bunch of dogs who bake a pie to get their mailman, Bob, to stay…

…yes dogs. The story, however, comes from a very human place. When emotions are too big for words – gratitude, apology, congratulations, comfort – people often use food to say what words can’t. Food is our sixth love language, becoming the emotional shorthand when words feel insufficient. That emotional shorthand is now owned by Publix and the heartwarming campaign, Best Friends.

The campaign’s two-minute hero film was directed by Australian director, Mark Molloy, produced by Smuggler and EXIT FILMS, and carefully crafted using no AI and featuring fully customised, handmade puppets. 

The full 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, andSaintly, follow two of the dogs waiting outside a Publix store while their owner shops.

Also included in the social push are 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. 

Best Friends builds on the momentum of FIG’s sharply humorous holiday campaign for Publix, Merry Birthday.

“At Publix, we share a core belief with our customers: making everyday moments feel special,” stated Mark Nielsen, head of creative at Publix. “‘Best Friends’ brings that idea to life in a way that feels both imaginative and deeply human, showing how Publix can help transform even the simplest gestures into meaningful, lasting memories. Sometimes, food is the simplest and most powerful way to say what words cannot.”

“Everything Publix does is beautifully crafted to make people feel special, from the shopping experience to our latest campaign,” added Mark Figliulo, founder and creative chairman at FIG. “Best Friends is a great script executed flawlessly. Mark Malloy and his team of puppeteers brought these lovable characters to life to tell a story about the emotional power of a well baked pie.”

Credits:
Creative Agency: FIG
Mark Figliulo: Founder & Creative Chairman 
Tan Erginay & Keegan Sanford: Creative Directors 
Sara Phillips & Erik Fahrenkopf: Freelance Creatives
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

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

Client: 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 

Media: Known 

Editing: Work Editorial
Editor: Stewart Reeve
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

Post Production & VFX (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

Colour: Trafik
Colourist Film: Ricky Gausis
Colourist Social: Taylor Pool
Producer: Alexandra Garcia
Head of Production: Angela Zappella

Music Supervision: GEMS

PR: 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