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 (5/11)
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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Digital, Print Opps: Southeastern grocer Food Lion taps Doner as AOR
Subject: spot TV, digital, OOH, in-store, social media, print
Company: Food Lion (Winmo), the Salisbury, NC-based supermarket chain. Food Lion operates around 1,200 locations primarily in the Southeast.
Opportunity: Named Doner as its new AOR. In this role, Doner will handle integrated marketing planning, creative and media buying/planning for Food Lion. No word yet on when now work will launch, but new ads focusing on the grocer’s low prices should break as early as Q1. So, Southeastern sellers should reach out now to secure 2016 dollars, especially digital and mobile. Note that Food Lion’s mobile display presence has been much higher this year compared to 2014.
Incumbent: Mullen Lowe Group has held the account since 2012.
Media Spend: According to Kantar Media, Food Lion spent $17.5 million on measured media in 2014 – down 30.3% from 2013. Most if this – 74% – was allocated to spot TV.
Digital Breakdown: Moat reports that Food Lion has run 44 display ads on 732 publishers this year (47% mobile), 87% of which were placed site direct. Top ad destinations include: wsls.com, wncn.com, thetimesnews.com and wfmynews2.com. Food Lion has also run 26 high impact ads and nine video ads this year.
For the same period 2014, 52 creatives were run on 1,862 publishers (<1% mobile), 86% of which was placed programmatically.
Food Lion (Winmo)
2110 Executive Dr.
Salisbury, NC 28147
Chief Strategy & Development Officer
Director, Marketing & Brand Communications
Director, Loyalty & Digital Marketing