- Food Lion
- View Work
After many years of fine-tuning a low price strategy for grocery retailing, Food Lion recognized the competitive threat to its core business by several non-traditional grocery discounters entering its markets. Competing for the consumer's grocery dollar was fast becoming a zero sum game. In response, Food Lion developed Bloom—a consumer centric grocery retailing concept that provided the target customer segment with a more enjoyable, hassle-free shopping experience with higher value food selections.
PULL was asked to create an entirely new grocery brand from start to finish. We consulted with the client team on brand positioning, naming and visual identity development. To bring this new concept to life, we provided the store development team with a comprehensive solution for store decor and design, facility signage, in-store merchandising and way-finding. Additionally. we created the market launch communications programs for brand launch and grand openings of the first Bloom Markets to rave reviews. And now business is blooming. Since opening the first store in 2004, 38 more stores have been added.
