Food Lion Unites CPGs 'For Good'

Delhaize America's Food Lion recently corralled 16 manufacturers for a "Groceries for Good" cause campaign.The supermarket chain pledged to donate 50 cents to local Feeding America-affiliated food banks for every loyalty cardholder purchase of five SKUs from participating manufacturers between Feb. 25 to March 17, with a minimum donation of $300,000. In stores, in-line headers and stanchion signs promoted the campaign while cooler clings and shelf signs identified eligible brands. The stanchion signs also distributed shopping lists. A home page carousel ad on foodlion.com and a Feb. 27 Facebook update linked to a digital version of the list.Circular features running weekly throughout the promotional period touted the effort while offering deals on eligible brands including Nestle's Stouffer's, Kellogg Co.'s Frosted Mini-Wheats, Procter & Gamble's Tide, PepsiCo's Tostitos and Unilever's Ragu. The other manufacturers were Clorox Co., Dr Pepper Snapple Group, Kraft Foods Group, Campbell Soup Co., SC Johnson, Atkins Nutritionals, Pinnacle Foods, General Mills, Mondelez International, Bush Brothers and Tyson Foods. TV and radio spots and run-of-press ads in independent, African American-focused newspapers such as The Charlotte Post and Richmond Free Press supported.The effort ran under the "Food Lion Feeds" platform, which launched in 2014 to replace the retailer's long-running "Hunger Has a Cure" program. (See "Food Lion Spends …" in Related Articles.) The regional grocer has pledged to donate 500 million meals by 2020.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Brand Watch: Johnsonville Repeats Summer Success

Brands Join Stop & Shop's Fight Against Student Hunger