Food Lion Debuts My Essentials Commercials

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
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.