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Food Lion launches 'refreshing' ad campaign

Food Lion on Tuesday launched a new advertising campaign highlighting changes made under its "Easy, Fresh and Affordable" strategy. The campaign, known as "How Refreshing," also introduces a new slogan "Raising our standards without raising our prices."

The launch of the spots is aimed at communicating the company's "Easy Fresh and Affordable" strategy that launched in 2014. The initiative pivoted Food Lion to a more consumer-centric approach and included product assortment expansion including natural and organic, produce, meats and other items; improved service and employee training; and significant price investments.

"Our customers have told us that they need a grocery store that offers fresh food at an affordable price, and we listened," said Deborah Sabo, VP of marketing at Food Lion. "This campaign will bring that to life for them. It will amplify how we bring fresh and affordable together, and how our customers can truly count on us every day to fulfill that need."

The commercials will air in a number of Food Lion markets starting today. The fully integrated marketing campaign will also include various print, radio, digital/social, in-store, and outdoor advertisements.

"We want customers to know they can count on Food Lion for a fresh and affordable shopping experience and we will deliver on that commitment through quality products at great prices, excellent customer service and convenient locations," added Sabo.

"These new advertisements will be extremely relevant to our customer-base during this time and the commercials will set us apart from other grocery retailers." Food Lion partnered with its advertising agency, Doner, in Detroit, on the campaign. This is the first new campaign Food Lion has launched with its new agency, which the company announced in December.

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