Food Lion Debuts My Essentials Commercials

Christopher Durham Apr 22, 2012 1

This month Salisbury, NC based Delhaize sibling Food Lion is re-emphasizing it’s mid-tier private label My Essentials. The brand was formed from the consolidation and optimization of the Delhaize portfolio of Private Brands this past year. The new focus includes a series of TV commercials, radio, direct mail and in store marketing.

Our Brands : My Essentials
– Watch more Videos at Vodpod.

The two commercials reinforce the now familiar, “value” and “compare & save” private label message.

All the things you use everyday, are all opportunities… to save money

That’s why Food Lion created My Essentials

The items you buy use the most, all at our lowest prices

With a double your money back guarantee

My Essentials… Look for the sun, see the savings.

My Essentials: Savings Commercial
– Watch more Videos at Vodpod.



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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

One Comment »

  1. Marie Rivera Apr 21, 2015 at 9:04 pm - Reply

    I would like to know who grades the size of my essentials eggs. The large eggs are a joke, they could certainly pass for small eggs, not even medium. I’m tired of releasing my $ on your little eggs so will indeed change my brand. Love your line of other products just disappointed in your eggs.

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