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New Food Lion Ad Targets Wal-Mart [Video]

SALISBURY, N.C. — After Wal-Mart Stores has spent more than a year targeting its supermarket competitors in television advertisements, Food Lion here has offered a cheeky counterpunch.

Jon Springer, Executive Editor

July 3, 2013

1 Min Read
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SALISBURY, N.C. — After Wal-Mart Stores has spent more than a year targeting its supermarket competitors in television advertisements, Food Lion here has offered a cheeky counterpunch.

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A television commercial for Food Lion running currently in select markets shows a shopper at a store resembling a Wal-Mart asking an employee where the syrup can be found. The shopper waits while the worker calls across to several departments in an attempt to locate the item before directing the shopper to pharmacy — for cough syrup.

“Don’t deal with the Wal-Mart runaround,” a voice over says, emphasizing convenience at Food Lion.

A Food Lion spokeswoman told SN that ads were running in Charlotte and a few other markets she would not identify for competitive reasons.

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Bentonville, Ark.-based Wal-Mart has used competing grocers in a series of price comparison ads over the last year, including Food Lion in the Charlotte market.

The commercial is one of several new ads touting Food Lion’s revamped image. An integrated campaign which broke in all Food Lion markets last week known as “My Two Cents” includes a commercial showing testimony from a live lion lying on a couch as though a pet.

The ads were produced by Mullen, the ad agency that took over as Food Lion’s agency of record a year ago.

food lion syrup from OPC on Vimeo.

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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