Food Lion Raises Money for 'Hope'
Ahold Delhaize's Food Lion is uniting approximately 45 brands to donate more than $650,000 to Hope for the Warriors to aid veterans.
The chain is encouraging shoppers to purchase products from participating CPGs from Oct. 11-31. In stores, standees promoting the campaign activate the "Food Lion Feeds" platform and distribute lists of eligible brands, which include Clorox Co.'s Kingsford, Campbell Soup Co.'s Well Yes!, Nestle-Purina's Friskies, PepsiCo/Frito-Lay's Ruffles, Unilever's Dove and Pinnacle Foods' Birds Eye. Account-specific floorstands from World's Favorite Chocolate stock $1 candy bars benefitting the nonprofit, which supports combat wounded service members and their families.
Circular features, a home page carousel ad on foodlion.com, and an ad in an Oct. 10 email promote the campaign. While this is Food Lion's first fall benefit for Hope for the Warriors, the chain has been running a summer "Thriller for the Griller" program for eight years that raises funds for the organization through in-store events where shoppers who make a donation receive lunch and can enter silent auctions and giveaways.
In other recent cause activity, Food Lion reprised its annual apple season fundraiser from Sept. 13 to Oct. 3, donating six meals to Feeding America for every bag of gala apples sold. Rack signs and a feature in Food Lion's Sept. 20 circular promoted the campaign. The chain guaranteed a minimum donation of $100,000.