• by Sarah Mahoney  @mahoney_sarah, April 8, 2016

While there is no shortage of choices for people who want the best deal on groceries, finding the cheapest fresh food is a challenge. And it’s one that Food Lion hopes to win with its new campaign.

The new “How Refreshing” effort stems from insights the regional grocer uncovered a few years back, “which was that we had to offer our customers an easy, affordable shopping experience, with the freshest produce at the most affordable price,” says Deborah Sabo, VP-marketing. “We had a lot to do in stores to create that clear, uncluttered environment. We’ve made the changes at our stores and feel we are ready to drive traffic there now.”

Ads carry a tagline that drives home that affordability message: "Raising Our Standards Without Raising Our Prices."

Because many of its mid- to lower-end customers often believe they can’t afford to buy fresh foods, a linchpin of the campaign is its “100 percent fresh, or double your money back guarantee,” which covers produce, meats, deli/bakery and its private brand items throughout the campaign. 

Another change is that this campaign specifically targets the growing “free from…” concerns shoppers have, wanting products without additives, preservatives or hormones. So separate spots promote the store’s Nature’s Place brand, which offers lower-priced natural and organic alternatives. Another focuses on parents’ concern about nutrition.

The effort, created by Doner, builds on the "Easy, Fresh and Affordable…You Can Count on Food Lion Every Day!" strategy launched back in 2014. In addition to TV, as are also running in print, radio, digital/social, in-store, and outdoor.

In terms of campaign metrics, Sabo says changes in “a brand I trust” measures will be the best indication of effectiveness.