Doner Launches First Effort for Food Lion

By Erik Oster 

Doner launched a new campaing for Salisbury, North Carolina-based grocery store chain Food Lion entitled “How Refreshing,” its first effort for the brand since being named AOR last November.

Despite the agency change (Food Lion had been with Mullen since 2012, prior to the review last year), “How Refreshing” isn’t a bold departure for the brand, but rather a clarification of its “Easy, Fresh and Affordable…You Can Count on Food Lion Every day!” strategy introduced in 2014. A 60-second spot focuses on chain’s importance to families, with a mother providing voiceover that begins with the plea, “Help us grow ’em, help us make ’em strong and sharp as tacks, because every day they need to eat” as the ad shows young children roaming around the store. “When you help us, when you put the best stuff, the fresh stuff, right in our neighborhood and in our budget, it shows us you’re rooting for them as much as we are. And we can’t tell you how refreshing that is,” she concludes. Another spot sees a woman thank the chain for its “fresh beans for less green” and “New York strip without that New York price” while others feature a woman talking up her produce-inspecting mother and a look at the chain’s Nature’s Place chicken. Each ad ends with the line “Raising our standards without raising our prices,” followed by the “How Refreshing” tagline. The broadcast spots began airing this week in select Food Lion markets and the fully integrated campaign also includes print, radio, digital, social, in-store and OOH initiatives.

“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.” 

“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,” she added.