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Food Lion launches ‘Great Price Hunters’ advertising campaign

Business wire
Food Lion has rolled out a new advertising campaign highlighting its unique price position and neighborhood convenience in key markets. The launch of the spots is aimed at reinforcing Food Lion’s longstanding history of competitive pricing.
“Food Lion has a long history of delivering competitive prices and great convenience to our customers,” said Ken Mills, vice president of marketing. “In the midst of a tough economy and various retailers focusing on price messaging, we want to remind our customers that they do not have to hunt from store to store for great prices. Food Lion delivers excellent prices on items throughout our stores every day.”
“Great Price Hunters” is the foundation for the advertising campaign which will continue for six weeks. Two new television commercials use hunting as an analogy for a common situation ó a family traveling from store to store to find great prices on key items on their grocery shopping lists. One ad, titled “Cheddar,” features a mother and her children in the forest with nets, chasing down a wedge of cheddar cheese that is on sale.
The second commercial, titled “Carts,” features shopping carts mingling around a watering hole, while a family waits for the perfect moment to pounce on their prey ó a full shopping cart within their budget.
The commercials started airing Wednesday in a number of Food Lion’s key markets. The fully integrated marketing campaign will also include various print, radio, online and outdoor advertisements. The commercials can be viewed on Food Lion’s Web site at www.foodlion.com/pricehunters.
“We want to remind consumers that they do not need to travel to multiple stores for the best price,” added Mills. “Despite competitors’ claims, we consistently provide savings on all the groceries a family needs ó every day and in a one-stop shopping experience ó which saves customers time and money. We expect the campaign’s message will be extremely relevant to our customers during this time and we believe the ads will set us apart from other grocery retailers.”
Food Lion partnered with its advertising agency, Ames Scullin O’Haire in Atlanta, Ga., on the campaign. Food Lion has worked with Ames Scullin O’Haire since 2000.
“We are extremely pleased to partner with Food Lion on this unique and creative campaign built on shopping behavior insights and designed to reinvigorate Food Lion’s strong heritage around great prices,” said Bill Mueller, account director at Ames Scullin O’Haire. “Food Lion challenged us to develop messages that would break through the marketplace clutter and connect with consumers in a relevant, fun and engaging way. We are confident that our collaboration will produce tangible sales results.”
Food Lion, based in Salisbury, is a subsidiary of Brussels-based Delhaize Group.

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