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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
Primary Address
Post Office Box 1330
Salisbury, NC 28145
USA

Food Lion, LLC Contacts

Contacts (5/12)
Name Title State
Meg H. President NC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (704) 633-8250
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1330
Salisbury, NC
28145
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Food Lion, Inc. ********
Bloom *
Braidenwood Estates *
Butcher's Brand *
Bottom Dollar *

Agency Relationships


Brand Agency Service From To
**** ****, ***. ***** ******** Media Buying 2015 present
**** ****, ***. ***&* **** **** Creative 2017 present

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WinmoEdge

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.

Additional Insight

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. 

Winmo
2110 Executive Dr.
Salisbury, NC 28147
(704) 633-8250

Leslie Atkinson 
Director, Marketing & Brand Communications
(704) 633-8250
latkinson@foodlion.com