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Food Lion Debuts ‘Refreshing’ Ad Campaign

Food Lion has debuted a new advertising campaign, “How Refreshing,” which aims to showcase its fresh and affordable products, low prices, and stress-free shopping experience.

The launch seeks to communicate the grocer’s Easy, Fresh and Affordable…You Can Count on Food Lion Every day! strategy, introduced in 2014 in the form of improvements throughout its stores, including product assortment expansion to encompass natural and organic, produce, meats and other items; customer-oriented associate training; price investments; and renovations.

Additionally during the campaign, Salisbury, N.C.-based Food Lion will promote its 100 percent fresh or double-your-money-back guarantee for fresh produce, meats, deli/bakery and private-brand items.

“Our customers have told us that they need a grocery store that offers fresh food at an affordable price, and we listened,” said Food Lion VP of Marketing Deborah Sabo. “This campaign will bring that to life for them. It will amplify how we bring fresh and affordable together, and how our customers can truly count on us every day to fulfill that need.”

The fully integrated marketing campaign consists of commercials that have begun airing in several Food Lion markets, none of which feature the banner’s familiar lion mascot; other components will include print, radio, digital/social, in-store and outdoor adts. Regarding the abence of its iconic animal representative from the campaign, Food Lion told PG: "While the use of the lion remains an integral part of our logo and company heritage, we have made the decision to transition away from using a lion in our commercials at this time. The new ads are really an evolution of ongoing efforts to make an emotional connection with our customers. The ads will focus on Food Lion’s commitment to fresh and affordable products by showcasing the freshest produce and our unique brands such as Nature’s Place [and] Taste of Inspirations as well as 100% USDA Choice meat. ... It’s important for us to remain relevant with our customers and connect with them in new and different ways.

“We want customers to know they can count on Food Lion for a fresh and affordable shopping experience, and we will deliver on that commitment through quality products at great prices, excellent customer service and convenient locations,” added Sabo. “These new advertisements will be extremely relevant to our customer-base during this time and the commercials will set us apart from other grocery retailers.”

Food Lion worked with Detroit-based ad agency Doner on the campaign, the first one the grocer has launched with its new agency, which it signed with last December. 

A company of Delhaize America, the U.S. division of Brussels-based Delhaize Group, Food Lion has nearly 1,100 stores in 10 Southeastern and Mid-Atlantic states, and employs more than 65,000 associates.

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