Food Lion is a regional grocery store based in Salisbury, NC that has over 1,100 grocery stores in Southeastern and Mid-Atlantic states. This was one of my main accounts in my role as an Assistant Search Marketing Specialist.
MullenLowe handled creative and media for Food Lion. My specific role included managing Food Lion’s paid search ads on Google and Bing, monitoring paid search budgets, performing ad copy testing to optimize ads, and presenting results to the client via weekly status calls and in-person office visits.
Food Lion ads featured the lion and the tagline “That’s just my two cents.” In the TV spots and on social media, the lion dispensed wisdom and connected it back to the idea that Food Lion is “grocery shopping made sensible.”
I used the phrase “That’s Just My Two Cents” in online ad copy to align paid search ads on Google and Bing with Food Lion ads that appeared in other spaces.
By using “That’s Just My Two Cents” in the ad copy, we saw a:
7% increase in click-through rate (CTR) for paid search ads advertising Food Lion coupons and a 68% increase in Food Lion loyalty card sign-ups, proving that the new ads were efficient in converting customers.
Check out the rest of the "That's Just My Two Cents" campaign below.
These TV spots feature the lion and the tagline “That’s just my two cents.” MullenLowe created several videos in which the lion dispenses wisdom and connects it back to the idea that Food Lion is "grocery shopping made sensible."
The lion showed up on social media via Facebook posts, where he talked about everything from unofficial holidays to random thoughts about food.