Food Lion yesterday launched a 10-week "Gas Guzzler Giveaway" promotion to help ease the pain at the pump, and tied the sweepstakes promo to its weekly e-mail newsletter to attract subscribers.

Each week during the promotion, 10 subscribers to Food Lion's Shoppers' Companion e-newsletter will win $50 Visa gift cards that they can use to purchase gas.

Subscribers are eligible for each week's drawing when they open their Shoppers' Companion e-mail and click on the submit button beneath the "Gas Guzzler" logo.

Food Lion sends out the Shoppers' Companion each Wednesday morning. For the contest, it will hold drawings each Thursday from July 3 through Sept. 4.

Food Lion LLC, based in Salisbury, N.C., is a subsidiary of Brussels-based Delhaize Group. The grocer operates more than 1,300 supermarkets, either directly or through affiliated entities, under the names of Food Lion, Bloom, Bottom Dollar Food, Harveys, and Reid's, in 11 Southeast and Mid-Atlantic states.