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Food Lion names new ad agency

Food Lion on Monday said it has selected Doner as its advertising agency of record, effective immediately.

Doner succeeds Mullen as the agency of record. Terms of the contract were not disclosed, and new creative and advertising could take effect as early as the first quarter of 2016, Food Lion said. Mullen had served as Food Lion's agency since 2012.


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“Doner will be a strong strategic partner for Food Lion as we continue to deliver on our strategy, Easy, Fresh and Affordable…You Can Count on Food Lion Every day," Meg Ham, president of Food Lion, said in a statement. “Doner has tremendous experience in the retail sector and we believe has a unique opportunity to help us continue to elevate the Food Lion brand and further enhance the emotional connection with our customer.”

Doner is based in Detroit. Its clients include retailer JCPenney and food brands Smithfield and Simply Orange, according to its web site.

Doner will help evolve Food Lion's brand strategy through integrated marketing planning, targeted advertising campaigns, and media planning and buying, the retailer said.

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