Food Lion Private Brand: Sample & Delight

Sampling has long been a tried and true tactic of retailers nationwide so it is nice to see them employing the very effective program to promote their Private Brands. In this case the retailer is my local Food Lion and a delightful older woman sampling Food Lion Peanut Butter, Jelly, Graham Crackers and Sparkling Soda; interestingly my thirteen year old step son said the Peanut Butter tasted like a Reese’s Peanut Butter Cup, which for him is a huge compliment.

In this case the sampling is building the Food Lion brand with a new generation of customers whose brand choices are not defined by packaged goods but instead by their experiences whether they be in store, on the net or in their smart phone. So reaching out to them to allow them to touch, feel and perhaps more importantly taste your brands is the ultimate sensorial experience and the ultimate brand builder. And ultimately my thirteen year old placed the jar of Food Lion peanut butter in our basket and we bought it.

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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.