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MAULDIN, S.C. -- Regional chain Bi-Lo here recently launched two ad campaigns to highlight two distinct programs.
The first, campaign, "My Name is Walter," highlights Bi-Lo's Produce Q program, which focuses on the chain's claim that "the best produce can be found at Bi-Lo." The second spot focuses on Bi-Lo's Bonus Card program. Nashville, Tenn.-based Spot Producers produced both ad campaigns.
Birmingham, Ala. firm O2 Ideas created the campaigns' concepts. "My Name is Walter" features the voiceover of Walter, the picky produce buyer from Bi-Lo, who introduces viewers to Bi-Lo's produce selection, and to the Bi-Lo employees who "help get the best produce possible to the Bi-Lo stores."
The second commercial, titled "Bi-Lo Bonus Card," was shot at Bi-Lo's Simpsonville, N.C. store. It opens with a mom and her son shopping together. The son is secretly slipping items into the cart, and he thinks his mother doesn't know. His mom turns to look at him at the cash register and sees the total over his head. She instantly knows what he has been up to and she glances down with a grin.