Food Lion Heads Back to the Movies
Ahold Delhaize's Food Lion united Coca-Cola Co., Kellogg Co., Kraft Heinz Co., Mondelez International and Georgia-Pacific for its annual "Hollywood Holidays" bulk-purchase incentive.
MVP loyalty cardholders who purchased five SKUs from the participating manufacturers from Nov. 29 to Dec. 19, 2017, received a code that could be redeemed for a free movie ticket via Fandango. Stanchion signs promoted the effort in stores with radio spots, display ads on websites such as boattrader.com, a video posted on YouTube on Nov. 29 (see below), circular features and a carousel ad on foodlion.com supporting.
Food Lion also reprised its annual "Holidays Without Hunger" cause campaign, selling $5 boxes of private label products in stores from Nov. 15 to Dec. 19 that were donated to local Feeding America food banks. The boxes were stacked to create spectaculars in stores and promoted through TV and radio spots, run-of-press ads in newspapers such as The Charlotte Post, and circular features.
Elsewhere in stores, the chain aimed to build baskets and appeal to time-crunched shoppers by cross-merchandising seasonal needs on themed pallet displays and floorstands. Spotlighted product included generic wrapping paper and plates, LaRose Industries' Spiral Art, third-party gift cards and Kraft Heinz's Baker's.