Food Lion, LLC | Company Profile, Marketing Contacts, Media Spend, Brands
Food Lion, LLC is a subsidiary of the U.S. arm of Belgian firm Delhaize Group. The company boasts over 1,200 grocery stores in the Southeastern United States, operating under the Food Lion, Bloom, and Bottom Dollar Food brand names.
|Main Telephone||(704) 633-8250|
|Main Fax||(704) 642-1044|
Food Lion, LLC ContactsContacts (5/12)
Sample of Associated Brands
|Greg A.||Chief Financial Officer||NC|
|JJ F.||Chief Strategy & Development Officer||NC|
|Karen F.||Vice President, Fresh Category, Merchandising & Pricing||NC|
|Tom K.||Vice President & Corporate Controller||NC|
|Food Lion, Inc.||********|
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TV, Digital Opps Update: Food Lion launches first campaign from new AOR
Subject: TV, print, radio, digital, outdoor
Company: Winmo), the Salisbury, NC-based supermarket chain. Food Lion operates around 1,200 locations primarily in the Southeast.
Update (4/13): We’ve confirmed that while work together but we wanted to provide as much clarity as possible. We’ll keep you posted as we learn more.
Below originally published 4/8
Opportunity: Just launched its first campaign with its new creative and media AOR here). Competing in a market where consumers have become heavily aware of preservatives and processed foods, Food Lion has now jumped on the better for you food train. Featuring four TV spots, the”How Refreshing” campaign focuses on the company's commitment to bringing customers healthy, natural options at an affordable price. Since Food Lion is not the only food brand looking to show off its new healthy options, the company also used the new ads to demonstrate its new customer-centric training for associates, price investments, store remodels and other improvements its made.
Sellers should begin going after traditional and digital ad dollars now. Look for revenue tied to Q3 as it was the company's biggest ad spend period last year, according to Kantar. Sellers with high engagement rates among female household decision makers should have an edge.
Media Spend: According to Kantar Media, Food Lion spent $15.4 million on measured media in 2015, a $2.5 million drop from the year before. The largest portion of the company's media spend went towards spot TV, the only form of broadcast it has run ads on in the past few years. Print and radio made up most of the remainder, followed by digital and out-of-home.
Digital Breakdown: Moat reports that since January, Food Lion has run 68 standard display and six high impact ads on 254 publishers (<1% mobile), 10% of which were placed site-direct versus programmatic. Top ad destinations have included wcnc.com, live.com, thetimesnews.com, theacc.com, wikia.com, revolvy.com, yahoo.com, gyazo.com and pandora.com.
This is a big jump from the same period in 2015, when the company only ran 11 standard, nine high impact and three video ads on 5 publishers including wsls.com, wncn.com, thetimesnews.com, wfmynews2.com, breathecast.com. Of these, 79% were placed site direct.
2110 Executive Dr.
Salisbury, NC 28147
Director, Marketing & Brand Communications