Each year, PR News honors the top communications campaigns at its Platinum PR Awards Luncheon.
Agencies and organizations of all sizes gather in New York City to celebrate the success of each campaign and award brands who have exemplified best-in-class PR practices throughout the year.
Because of the work surrounding Food Lion Feeds, promotion of diversity through CIAA and creative digital content on its newsroom, Food Lion was named a finalist in three top categories including: Facebook Campaign, Marketing Communications and Online Press Room/Media Center.
The first category, Facebook Campaign, honored the Food Lion's efforts to leverage its social media fan base to feed hungry families throughout its operating areas. The campaign launched in celebration of Food Lion's Facebook page reaching one million fans. As a result, the grocer donated one million meals to Feeding America, and its 30 agency partners, and was accompanied by "A Million Thanks and a Million Meals" Facebook video. The video featured corporate and retail associates giving a big thank you for liking the Food Lion Facebook page and helping provide one million meals.
Not only is Food Lion committed to feeding families inside and outside of our stores, it is also committed to diversity and inclusion among its associates, customers and community.
For 21 years, Food Lion has proudly partnered with the Central Intercollegiate Athletics Association (CIAA) to sponsor its annual CIAA Basketball Tournament. This tournament, which is a high-spirited and popular event, is attended by 70,000 students and alumni of 12 participating Historically Black Colleges and Universities (HBCU) in the CIAA conference. As the only grocery store retail partner of the tournament, Food Lion has embraced the opportunity to demonstrate its commitment to diversity and community engagement with the conference.
This year, Food Lion received an Honorable Mention in Marketing Communications for its multi-platform messaging, strategic media relations and robust social media program, which earned the attention of local media, influencers, CIAA supporters and company associates in the 12 CIAA markets.
The program played to the hearts of the region, generating 5 million media impressions and 152 placements; a 12 percent increase in website engagement and 20,000 social media impressions.
This year, Food Lion's PR team set out to create an online newsroom built around the concept of “easy” – easy for journalists to navigate, search and sort, easy to locate through a web search and on www.foodlion.com and an easy way for reporters to connect to the media relations team. The team also wanted the site to be a hub for quality, dynamic content including multimedia, which continues to grow in importance for reporters and customers.
Because of this innovative approach, Food Lion received an additional Honorable Mention as the improved site is now the generating increased traffic to Food Lion's website, making content easy to find and view and providing fresh content for viewers every day.
Food Lion could not be more proud to receive these national honorable mentions, and congratulations to each winner at this year's PR Platinum Awards.