Rebranding campaign roars into action for Food Lion

July 19, 2012 by  

Yesterday, July 18, Food Lion, headquartered in Salisbury, North Carolina, launched a new strategy for its brand in 269 stores in the states of North and South Carolina. The upstate part of South Carolina, including the city of Spartanburg, is one of the areas in which Food Lion is launching its new strategy within its grocery stores. The company is no doubt using flyer printing to announce the changes to its stores so its customers can explore of the many enhancements that were made based on its own feedback.

The new strategy is being launched with grand reopening festivities at all of its participating stores, with a bag of free groceries to be handed out to the first 50 customers at each store this week until Saturday. In addition, Food Lion is making donations of its own-brand products, worth $30,000, to various charities in North and South Carolina. These include $10,000 to the Second Harvest Food Bank of Northwest North Carolina, located in Winston-Salem, and $5,000 to the Harvest Hope Food Bank in Greenville.

According to the president of Food Lion, Cathy Green-Burns, the new brand strategy of the company includes reduced prices on thousands of items in the store and other store-brand products of high quality. These include Food Lion’s enhanced produce and its ‘My Essentials’ value tier. The shopping experience is also planned to be easier and more convenient, providing faster checkout among other things. In order to make this new strategy successful, the company needed to create about 800 jobs nationwide.