Richards Wins BI-LO Image Assignment

ATLANTA Ahold USA Retail subsidiary BI-LO has tapped The Richards Group to handle a corporate image effort, the client confirmed. Additionally, 02 Ideas was tapped to handle day-to-day ad chores for BI-LO and will continue to handle the same duties for another subsidiary, Bruno’s Supermarkets.

Billings for the combined accounts are valued at $5 million, according to sources. BI-LO spends about $3 million on advertising, per TNS Media Intelligence/CMR.

Also participating in the reviews were Henderson Advertising in Greenville, S.C., and Atlanta shops Grey, Zyman Marketing Group and Ernst & Young, sources said. BI-LO incumbent The Leslie Agency in Greenville did not participate in the review.

BI-LO’s operates 303 supermarkets and 140 Golden Gallon convenience stores in the Carolinas, Georgia and Tennessee. Bruno’s has 188 stores in Alabama, Florida, Georgia and Mississippi.

Ahold, in Chantilly, Va., combined operations of the two divisions in January.

O2 Ideas and The Richards Group are based in Birmingham, Ala., and Dallas, respectively.