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Food Lion last week introduced an advertising campaign spotlighting its unique price position and neighborhood convenience in key markets. The TV ads, which will run for five more weeks, reinforce the grocer’s longtime strategy of competitive pricing.
“Food Lion has a long history of delivering competitive prices and great convenience to our customers,” said Food Lion VP of marketing Ken Mills. “In the midst of a tough economy and various retailers focusing on price messaging, we want to remind our customers that they do not have to hunt from store to store for great prices. Food Lion delivers excellent prices on items throughout our stores every day.”
Both television commercials in the “Great Price Hunters” campaign use hunting as an analogy for finding the best prices on grocery items. In the ad called “Cheddar,” a mother and her children run through the forest with nets pursuing a wedge of cheddar cheese that’s on sale. In the second ad, “Carts,” shopping carts cluster around a watering hole, while a family waits for the perfect moment to capture their quarry: a full shopping cart within their budget.
The commercials are airing in a number of Food Lion’s key markets. The fully integrated marketing campaign also includes various print, radio, online and outdoor advertisements. As well as being seen on TV, the commercials can be viewed on Food Lion’s Web site at www.foodlion.com/pricehunters.
“We want to remind consumers that they do not need to travel to multiple stores for the best price,” noted Mills. “Despite competitors’ claims, we consistently provide savings on all the groceries a family needs -- every day and in a one-stop shopping experience - which saves customers time and money. We expect the campaign’s message will be extremely relevant to our customers during this time, and we believe the ads will set us apart from other grocery retailers.”
Food Lion teamed with its advertising agency since 2000, Atlanta-based Ames Scullin O’Haire in Atlanta, Ga., on the campaign.
Salisbury, N.C.-based Food Lion, LLC is a subsidiary of Brussels-based Delhaize Group. Employing approximately 74,000 associates in 11 southeast and Mid-Atlantic states, Food Lion LLC operates over 1,300 supermarkets, either directly or through affiliated entities, under the Food Lion, Bloom, Bottom Dollar Food, Harveys and Reid’s banners.