Food Lion Awards Bloom to Boone/Oakley

ATLANTA Boone/Oakley has won a review for the advertising account of Bloom, a new supermarket concept from Food Lion, sources said.

The independent Charlotte, N.C., shop bested the other finalists, Interpublic Group’s Austin Kelley Advertising and independent Sawyer Riley Compton, both in Atlanta. Ad spending is estimated at $1.5 million, sources said.

Salisbury, N.C.-based Food Lion opened five of the Bloom stores last year in the Charlotte area to test the concept. The company plans to expand the stores to other markets next year.

Bloom is a supermarket designed to make shopping easier and more comfortable for customers. The aisles are wider, the shelves are lower and there are more employees to provide assistance.