My Essentials Stars in Operation Grocery Drop: Food Lion

Salisbury based grocer Food Lion continues to aggressively promote its Private Brands this time with a new promotion called Operation Grocery Drop launched in Raleigh, North Carolina this past weekend. About 100 families of the Pine Knoll Townes neighborhood woke up to find Food Lion employees knocking on their doors with carts full of groceries featuring the Delhaize Private Brand My Essentials.

As part of Operation Grocery Drop, Food Lion employees rang doorbells at about 10 a.m. on Saturday, June 16 giving away more than 2,000 items in 20 carts.

Operation Grocery Drop is the latest of several marketing campaigns launched to generate interest and create buzz for their NBE Private Brand My Essentials. Food Lion has also been promotion My Essentials with a coordinated media plan with TV, radio, digital and out of home which included: bus shelters, truckside, and train wraps in key markets including: Baltimore, Maryland; Greensboro, North Carolina and Charlotte, North Carolina.

Local non-profits organizations will also get a chance to benefit. The Food Bank of Central & Eastern North Carolina, Operation Homefront of North Carolina and the SPCA of Wake County will compete via an online voting contest for their share of a $20,000 donation.

Between Saturday and June 30, customers can vote for their favorite charity at The agency with the most votes will receive the “lion’s share,” or largest contribution, of the $20,000 donation.

Notice the QR code that triggers coupons

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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.