Food Lion

Food Lion’s Frugal Cook Off Goes to Charleston

\"FoodThe latest Food Lion Frugal Cook Off, held in Charleston, South Carolina, invited eight local bloggers to cook a meal for 4 with a $15 budget in 45 minutes using items shopped from Food Lion’s Private Brand pantry. The social media promotion made things even more interesting by surprising them “Food Network Chopped-style” with their protein, which was revealed at the start of the event.

The Frugal Cook Off, produced by retail marketing and shopper experience agency Theory House, is a blogger outreach experience offering a refreshing departure from the norm. This and previous events generated original content for the Food Lion website where each of the bloggers\’ recipes are posted along with recipes from the Baltimore, Maryland and Roanoke, Virginia events held earlier this year.

Local bloggers included:

\"FoodThe Charleston event was hosted in the beautiful classroom kitchen of Charleston Cooks! Maverick Kitchen Store in the historic district. With help from the kitchen staff, the bloggers had free reign in the kitchen and access to appliances and utensils galore. Check out some of the behind the scenes shots on Food Lion\’s Facebook page.

The panel of judges was composed of local food writers and the President and CEO of the Lowcountry Food Bank. Each got to taste four dishes from Herb Crusted Pork Chops to the winning dish, Spicy Chicken Fiesta.

\"FoodFollowing the event, each blogger received robust media assets including video clips and photos generated from the event enabling them to speak dynamically to their blog readership. The retailer also presented two gift certificates to each of the bloggers – one for them and a second for them to share with their readers.

To cap off the day, all leftover pantry items were donated to the Lowcountry Food Bank.

This is a smart event that grows Private Brands, converts casual shoppers into advocates of Food Lion brands and builds relationships with grassroots bloggers to increase Food Lion’s social media presence.\"Food



Food Lion

Food Lion Starts The Year With the Store Brand Super Sale

\"FoodFor the next two weeks, Salisbury, NC based grocer Food Lion will be running its successful Private Brand promotion the “Store Brand Super Sale.” The retailer regularly runs the promotion, which is a great way to drive Private Brand trial as well as repeat, visits to the store.

According to the Food Lion website:

Save up to $10 on your next purchase January 1-14
The More You Buy, The More You Save!
Use your personal and save on over 3,500 products.

Buy 4, Save $1.00
Buy 6, Save $1.50
Buy 8, Save $2.00
Buy 10, Save $2.50
Buy 20, Save $5.00
Buy 40 Save $10.00

How does it work?

Present your personal MVP Card and purchase a minimum of four (4) Food Lion Store Brand products (my essentials, Home 360, Home 360 Pet, Home 360 Baby, Healthy Accents, Nature’s Place or Taste of Inspiration Products) in one shopping visit.

Each qualified product counts towards a 25¢ Food Lion Coupon for each qualified Store Brand Products purchased. Just check the bottom of your receipt to see how much you saved.

The minimum Food Lion coupon will be for $1.00 (purchase of four (4) qualified products) and the maximum Food Lion coupon will be for $10.00 (purchase of forty (40) qualified products).

All Food Lion Brand Products are eligible except for fresh meat, produce and random weight Deli/Bakery products.  Also, my essentials, Home 360, Home 360 Pet, Home 360 Baby, Healthy Accents, Nature’s Place and Taste of Inspiration products are eligible. Butcher’s Brand Beef, Solar Radiance and Blue Streak Energy Drinks are not participating brands.

Coupon valid on your NEXT shopping visit.


Food Lion Jim Cusson Theory House

Turning Bloggers from Influencers to Private Brand Advocates

Is it better to engage bloggers with a limited audience who are passionate about your brand, or to seek out highly influential bloggers who reach a larger audience but may not be as committed to your cause? Ideally you can have both. A new term “advocate influencers” has been coined to describe people who are passionate about your brand but have the ability to reach a large audience as well. If this group of people doesn’t exist for your brand, why not create and enable it?

Food Lion, the U.S. division of Brussels-based Delhaize Group, recently engaged our agency, Theory House to challenge popular, Baltimore-Washington metropolitan bloggers to compete in a “Frugal Cook-Off” and create nutritious, low-cost meals for a family of four using Food Lion Private Brands, as well as fresh produce and meat options available at Food Lion stores.

The event was held at a Talara Restaurant in Baltimore. The winning blogger team created an entrée with two sides in 45 minutes using items shopped from an onsite Food Lion pantry of store brand products. The total cost of the meal was $9.90. The bloggers were judged on creativity, taste and awarded points for being frugal.

I can tell you from being in the room that while these bloggers may have entered as influencers; they left as advocates for Food Lion and its brands. This was a very interactive and engaging experience for the bloggers and they became intimate with Food Lion and its family of Private Brands. A few hours into the event thousands of social media impressions had already been generated, and with promotional assets being delivered to the bloggers this week that number will really start to climb.

So when considering blogger outreach strategies for your brands, think about ways to engage and activate them in a meaningful way.

\"JimJim Cusson, President, Theory House Shopper Marketing Agency
Jim Cusson is president at Theory House, the leading shopper marketing agency for North America’s next great brands. He began his career hustling cookies for Keebler and has been in the aisles ever since supporting retailers like Food Lion, Bloom, Lowe’s Home Improvement, Cato Fashions and Body Central and national brands like Chobani, Kobalt Tools, Husqvarna, Delta Faucets, and Britax Child Safety.


Food Lion

Food Lion Launches New Private Brand Frozen Fish

\"FoodSalisbury, N.C., based grocer Food Lion is promoting a new line of Food Lion frozen Private Brand seafood with the “Fish N’ Fun” sweepstakes which runs June 5-25. The line includes: Pollock, flounder and pink salmon. Consumers may fill out a form on the website to enter the Fish \’n\’ Fun sweeps.

GRAND PRIZE: A Cruise for Two (value $2,000). You choose
your cruise destination!

15 FIRST PRIZE WINNERS: Seafood Feast for Four

20 SECOND PRIZE WINNERS: Deluxe, 7-Piece Grilling Set


Food Lion

Food Lion Promotes Private Brands & Invests in 178 Stores in Five States

\"FoodSalisbury, N.C. based grocer Food Lion announced this past week that it has made significant investments in 178 stores in five states, including Delaware, Maryland, Pennsylvania, Virginia and West Virginia. To support these efforts, the company also created 800 new jobs. The investments are based on customer feedback as well an effort to position the company for future success.

Food Lion’s investments offer customers lower prices on 6,000 items throughout the store and access to quality Private Brand products at new lower prices, including the company’s “My essentials” brand. The retailer also improved its produce as part of its “Fresh From the Field” initiative. In addition, Food Lion’s produce is backed by a double-your-money-back guarantee.

To celebrate the launch, Food Lion is holding grand re-opening festivities at the 178 stores, including providing the first 50 customers at each location a bag of free groceries today through Saturday, May 18.

The company also plans to kick off a week of giving by donating fresh produce and Private Brand products to local charities, including $5,000 to the Maryland Food Bank in Baltimore, Md.; $5,000 to the Delaware Food Bank in Milford, Del.; $5,000 to the Fredericksburg Food Bank in Fredericksburg, Va.; and $5,000 to the Capital Area Food Bank in Washington, D.C. In addition, Food Lion will continue working with these food banks in its ongoing efforts to fight food insecurity and relieve hunger in our communities. By the end of 2013, Food Lion is on track to donate more than 245,000 pounds of food in these markets.

With this announcement, more than 800 Food Lion stores have received these investments, representing nearly 80% of its locations. The company launched 167 stores in the Raleigh and Fayetteville, N.C., markets in May 2011, 268 stores in March 2012 in Virginia, West Virginia and the outer banks of North Carolina, and 269 stores in its hometown markets of Salisbury, N.C, and Charlotte, N.C., in July 2012.