Food Lion Debuts “How Refreshing” With Private Brand Cameos

Earlier this month Salisbury based supermarket Food Lion debuted a new advertising campaign, highlighting the basics of mainstream grocery: fresh and affordable products, low prices and easy and shopping experience.

The launch of the spots is aimed at communicating the company’s “Easy, Fresh and Affordable…You Can Count on Food Lion Every day!” strategy, which the company unveiled in 2014. Through this launch, the company has made improvements throughout its stores from product assortment expansion including natural and organic, produce, meats and other items, customer-centric training for associates, price investments, store remodels and much more. In addition, the company will feature its 100% fresh, or double your money back guarantee, for its fresh produce, meats, deli/bakery and private brand items which have cameos throughout the campaign.

“Our customers have told us that they need a grocery store that offers fresh food at an affordable price, and we listened,” said Deborah Sabo, vice president of Marketing at Food Lion. “This campaign will bring that to life for them. It will amplify how we bring fresh and affordable together, and how our customers can truly count on us every day to fulfill that need.”

The new campaign, called “How Refreshing,” will also feature the tagline, “Raising Our Standards Without Raising Our Prices.” The commercials will air in a number of Food Lion markets starting today. The fully integrated marketing campaign will also include various print, radio, digital/social, in-store, outdoor advertisements and much more.

“We want customers to know they can count on Food Lion for a fresh and affordable shopping experience and we will deliver on that commitment through quality products at great prices, excellent customer service and convenient locations,” added Sabo. “These new advertisements will be extremely relevant to our customer-base during this time and the commercials will set us apart from other grocery retailers.”

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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.