Food Lion: Private Brand Super Sale and New TV

food lion-super-sale
Yesterday, Food Lion (my former employer) began a Private Brand sales promotion called the “Food Lion Private Brand Super Sale.” The sale will run from May 27 through June 23. Shoppers who purchase a minimum of 4 (maximum of 40) Food Lion Brand Products in one shopping visit. (All Food Lion Brand items are eligible except fresh meat, produce and random weight Deli/Bakery items) will receive up to $10 in Food Lion Coupons at checkout. Coupons are redeemable on your next shopping order.

IMG_07374 Products = $1.00
6 Products = $1.50
8 Products = $2.00
10 Products = $2.50
20 Products = $5.00
40 Products = $10.00

This could be an exciting introduction to Food Lion Brand products for customers that are accustomed to the loyalty card based promotions. Many of which have become staples of the Food Lion promotional mix.

This sale has picked up a lot of buzz from the mommy and couponing blogs including: Clipper Girl and Time 2 Save, just to name a few

In other Food Lion news:
Food Lion debuts a new advertising campaign today, highlighting its unique price position and neighborhood convenience in key markets. The launch of the spots is aimed at reinforcing Food Lion’s long-standing history of competitive pricing.

“Food Lion has a long history of delivering competitive prices and great convenience to our customers,” said Ken Mills, vice president of Marketing. “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.”

“Great Price Hunters” is the foundation for the advertising campaign which will continue for six weeks. Two new television commercials use hunting as an analogy for a common situation – a family traveling from store to store to find great prices on key items on their grocery shopping lists. One ad, titled “Cheddar” features a mother and her children in the forest with nets, chasing down a wedge of cheddar cheese that is on sale.

The second commercial, titled “Carts” features shopping carts mingling around a watering hole, while a family waits for the perfect moment to pounce on their prey – a full shopping cart within their budget.

The commercials will air in a number of Food Lion’s key markets beginning May 27. The fully integrated marketing campaign will also include various print, radio, online and outdoor advertisements.

“We want to remind consumers that they do not need to travel to multiple stores for the best price,” added 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 partnered with its advertising agency, Ames Scullin O’Haire in Atlanta, Ga., on the campaign. Food Lion has worked with Ames Scullin O’Haire since 2000.

“We are extremely pleased to partner with Food Lion on this unique and creative campaign built on shopping behavior insights and designed to reinvigorate Food Lion’s strong heritage around great prices,” said Bill Mueller, account director at Ames Scullin O’Haire. “Food Lion challenged us to develop messages that would break through the marketplace clutter and connect with consumers in a relevant, fun and engaging way. We are confident that our collaboration will produce tangible sales results.”

Will Future commercials in this campaign feature private brand?



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.