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    Food Lion Rolls Out ‘Low Price Heritage’ Ads

    Food Lion yesterday introduced an advertising campaign emphasizing the fact that the banner has slashed prices on thousands of items its customers purchase most frequently.

    Food Lion yesterday introduced an advertising campaign emphasizing the fact that the banner has slashed prices on thousands of items its customers purchase most frequently.

    The new ad spots complement the Salisbury, N.C.-based chain’s “New, Lower Prices” campaign, which began earlier this year, in addition to reinforcing its history of offering low prices. As an example, over the past two months, the company has cut thousands of prices on such items as milk, bread, produce, meat, juice, cereal, canned goods, detergent, paper products and pet food. According to Food lion, shoppers in its stores can save up to 25 percent to 30 percent on their total grocery bill by purchasing the lower-priced items and availing themselves of MVP promotions.

    “Food Lion has a long-standing tradition of delivering low prices to its customers,” noted Ken Mills, VP of marketing at Food Lion, which is owned by Brussels-based retail conglomerate Delhaize Group. “In today’s economic environment, we know price, more than ever, matters to our customers. We wanted to send a powerful message to our customers about our lower prices, so we decided to feature Food Lion president Cathy Green in the commercials. Cathy speaks on behalf of Food Lion, and she has a natural ability to resonate with customers and associates alike. Cathy delivers the message in three commercials highlighting that we have always helped our customers save on their groceries, and now we are helping customers save even more through our new, lower prices.”

    The “Low Price Heritage” commercials are currently airing in a number of Food Lion markets, as part of a fully integrated marketing campaign that also includes various print, radio, online and outdoor ads.

    “We anticipate the advertisements will be extremely relevant to our customer base during this time and believe the commercials will set us apart from other grocery retailers,” said Mills. “We want customers to know they can count on Food Lion for low prices, and we are delivering on that commitment through great prices, quality products, excellent customer service and convenient locations.”

    The grocer worked on the campaign with its advertising agency since 2000, Atlanta-based Ames Scullin O’Haire.

    The Food Lion family operates over 1,300 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Harveys or Reid’s, and employs about 74,000 associates in 11 Southeast and Mid-Atlantic states.

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