Food Lion launches 'Low Price Heritage' advertising campaign

SALISBURY, N.C. Food Lion debuted a new advertising campaign Wednesday, highlighting that it has lowered prices on thousands of items customers buy most throughout its stores.

Complementing the supermarket chain's "New, Lower Prices" campaign, which started earlier this year, the "Low Price Heritage" campaign features Food Lion president Cathy Green and reinforces the company's lowering prices on thousands of items. Over the past two months, the company lowered thousands of prices on various products throughout its stores in categories such as milk, bread, produce, meat, juice, cereal, canned goods, detergent, paper products and pet food. The company estimates customers can save up to 25 to 30% on their total grocery bill by taking advantage of new, lower prices, as well as MVP promotions.

"Food Lion has a long-standing tradition of delivering low prices to its customers," said Ken Mills, VP marketing at Food Lion.  "In today's economic environment, we know price, more than ever, matters to our customers.  We wanted to send a powerful message to our customers about our lower prices, so we decided to feature Food Lion president Cathy Green in the commercials. Cathy speaks on behalf of Food Lion, and she has a natural ability to resonate with customers and associates alike.  Cathy delivers the message in three commercials highlighting that we have always helped our customers save on their groceries and now we are helping customers save even more through our new, lower prices."

"Low Price Heritage" commercials will air in a number of Food Lion markets beginning April 14. The fully integrated marketing campaign also will include various print, radio, online and outdoor advertisements.