Based on last season’s success, Sprinkle Joy has become of movement of good. This year Publix wanted to continue the thought of giving back and spreading the acts of goodness even further. This integrated campaign was social in nature and it utilized traditional video, a social aggregator and social content to create a central hub that presented Sprinkle Joy as the reflection of a community. Online banners, paid social media, specific placements of the video, user generated content and most importantly in-store tactics pushed this campaign as an integrated effort to share good throughout the holidays.