THE CHALLENGE

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As a function-forward retailer in America's most competitive grocery markets, Food Lion sought a deeper emotional connection with its customers. 

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THE STRATEGIC ROLE

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Directed brand, marketing and advertising strategy for 7 years from the agency of record side, working closely with Food Lion's CMO and her leadership team. Developed positioning expression, brand roadmap, campaign direction and digital engagement strategies.

 

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THE STRATEGIC IDEA
 

Demonstrate the everyday emotional relevance of being easy, fresh and affordable for families and communities across the region.

 

The Food Lion Feeds platform has become core to that emotional connection, donating over 1.5 billion meals since 2014 to neighbors who are food insecure.​​​​​​​​​

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How IT came to life

 

"Here for Every Moment." shines a light on the every-days and special days when neighbors trust Food Lion to help them nourish the ones they love.

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IMPACT

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While brand and marketing impact is confidential to Food Lion, what's public is that:
 

• The brand has experienced 54 consecutive quarters of profit growth despite extremely high levels of entrenched competitor density in its markets.

• Parent company Ahold Delhaize, hails Food Lion as "a great example of brand strength."​​

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​​​​​​​​Developed with friends at Food Lion and GSD&M.

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