Ahold Delhaize's Food Lion Expands 'Local Goodness' Campaign
Ahold Delhaize’s US subsidiary Food Lion has announced that it is to expand its ‘Local Goodness’ marketing and merchandising campaign to another three US states.
In this campaign, Food Lion integrates locally sourced products into its product range, which have been grown or produced in the retailer’s operating area.
Launched in North Carolina in 2016, the campaign will now be extended to Georgia, South Carolina and Virginia.
The number of local products available in Food Lion stores has steadily increased over the last years, having started with a North Carolina soft drink called Cheerwine, according to the retailer.
“With market trends toward fresher, healthier eating, our customers increasingly appreciate local produce, not only because of its perceived freshness but because buying those products supports their communities,” said Chris Dove, director of produce category and merchandising for Food Lion.
“It’s clear that local assortment is a significant contributor to our emotional connection with shoppers”.
According to Food Lion, the ‘Local Goodness’ campaign had an immediate positive impact when it was unveiled in the summer of 2016, with sales of local items in North Carolina up almost 22%.
As a result of the positive feedback, the campaign is now being extended and features the new tag line ‘Heart and soul of our communities’. From now on, meat, seafood, deli, bakery, and other departments will be included in the campaign.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Larissa Zimmer. Click subscribe to sign up to ESM: The European Supermarket Magazine.