Food Lion debuted a new campaign yesterday highlighting its price position and neighborhood convenience in key markets.
“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 – 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 – a full shopping cart within their budget.
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.
Christy Phillips-Brown, Food Lion spokesperson, tells RBR/TVBR they are advertising in 14 DMAs (16 radio metros), supported by broadcast cities. The cities include:
Raleigh-Fayetteville
Charlotte, NC
Norfolk
Greensboro
Richmond, VA
Charleston, SC
Charlottesville
Columbia, SC
Myrtle Beach/Florence, SC
Greenville/New Bern
Harrisonburg
Roanoke/Lynchburg
Salisbury, MD
Wilmington, NC
They have purchased air time with approximately 60 TV stations and 70 radio stations in these markets. Food Lion partnered with its agency, Ames Scullin O’Haire in Atlanta on the campaign. Food Lion has worked with Ames Scullin O’Haire since 2000.
