Looks like Publix has a new Buy Theirs, Get Ours Free promotion starting with this week's new sale cycle. It appears to be Spring Cleaning themed.
The way these promotions work is you buy the specific name brand item and you get the Publix version for free. My Publix's have started doing a display table/area with the specific products. You can use coupons on the brand name items to make the deals even better.
Also, make sure to check your papers, my Albertson's flyer had a $5/$50 coupon in it this morning and our local Publix's consider it to be a competitor.
Hope you're having a great week!