Food Lion, Unilever Team for Mobile Marketing

SALISBURY, N.C. — Men are the target of Food Lion’s latest mobile marketing campaign. The retailer has teamed with Unilever to promote the manufacturer’s new Dove “Men+Care” line of male skin care products. Food Lion loyalty cardholders who text “DOVEMEN” to 467467 will get up to $4 of coupons on Dove Men+Care products by mail.

SALISBURY, N.C. — Men are the target of Food Lion [2]’s latest mobile marketing campaign.

The retailer has teamed with Unilever to promote the manufacturer’s new Dove “Men+Care” line of male skin care products. Food Lion loyalty cardholders who text “DOVEMEN” to 467467 will get up to $4 of coupons on Dove Men+Care products by mail.

As reported, Food Lion is focusing on marketing via mobile phone texting.

It recently ran a football promotion in which shoppers could text BIGGAME to 467467 for Super Bowl savings. From Jan. 27 to Feb. 3, shoppers could obtain a free bottle of Canada Dry or 7-Up, 2-liter; $1 off Tyson's Any'tizers; $1 off DiGiorno Pizza, 12-inch; and 40 cents off Pringles.

Shoppers who texted the retailer were asked for their loyalty card number so that the offers can be linked to their account.

Also, over the holidays, shoppers who texted HOLIDAY to 467467 were eligible to win a holiday dinner worth $50.

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