Food Lion debuts ‘How Refreshing’ campaign

A new ad campaign from Food Lion, airing in select markets, promotes the message that the retailer has raised its standards, but not its prices.



The new campaign plays on familiar themes in the grocery industry — convenience, freshness, price and trust — and is designed to support Food Lion’s effort to upgrade the store experience in key markets, where major remodeling and remerchandising efforts have occurred.



"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, VP 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 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 and store remodels. 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 throughout the campaign.



The fully integrated marketing campaign also will include various print, radio, digital/social, in-store, outdoor advertisements and much more. You can view the commercials at newsroom.foodlion.com/multimedia.



"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," Sabo said. "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."



Food Lion partnered with its advertising agency, Doner, in Detroit on the campaign. This is the first new campaign Food Lion has launched with its new agency, which the company announced in December 2015.