Food Lion Launches ‘Low Price Heritage’ Campaign

Food Lion on Wednesday debuted a new advertising campaign highlighting its recent price-lowering efforts and featuring testimonials from its president, Cathy Green.

SALISBURY, N.C. — Food Lion [3] on Wednesday debuted a new advertising campaign highlighting its recent price-lowering efforts and featuring testimonials from its president, Cathy Green.

In a new television commercial for Food Lion’s “Low Price Heritage” campaign, Green says pricing “is a passion with us, not a passing fad.”

The launch of the spots is aimed at complementing Food Lion’s “New, Lower Prices” program, which trimmed thousands of everyday prices earlier this year.

“Food Lion has a long-standing tradition of delivering low prices to its customers,” Ken Mills, vice president of marketing at Food Lion, said in a statement.

“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.”

The commercials will air in a number of Food Lion markets beginning Wednesday. The fully integrated marketing campaign will also include various print, radio, online and outdoor advertisements.

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