Food Lion “Roaring In The Holidays”

Food LIon Sings WebpageSalisbury, NC based grocer Food Lion is celebrating the Holidays this year with a special Private Brand twist on. This year they have introduced ten holiday classic songs in a Private Brand online album “Roaring In the Holidays” recorded by their dry witted Lion mascot on their own label Lion Records.

The Lion sings:

  • Jingle Bells
  • Deck the Halls
  • We Wish You a Merry Christmas
  • Toyland
  • Here We Come A-Caroling
  • The Twelve Days of Christmas
  • The Dreidel Song
  • Up On The Housetop
  • Twas the Night Before Christmas
  • Auld Lang Syne

Customers may also send the songs to friends and family as an e-card.

This is the kind of promotion that creates original private brand product that clearly delivers on the retailers brand and thinks outside of the copycat packaged goods cliché.

Nice Work!

Merry Christmas.



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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.