[ NEWS ]

CLIENT:

Food Lion – Southeastern grocer dedicated to providing high quality, affordable food products to their consumers.

CHALLENGE:

Food Lion challenged BURKE with creating video content that generates interest in their fresh, high quality produce, such as their Local Goodness line, while simultaneously giving back to the communities they serve.

Local Goodness has been Food Lion’s initiative for nearly 60 years and seeks out partnerships with local farmers to source high quality, locally grown produce in the their stores. Food Lion wanted BURKE to capture the local relationships they have created with hardworking local farmers who are dedicated to providing the best produce options possible and giving back to the customers they serve.

SOLUTION:

BURKE created a series of videos that ultimately became two individual social media campaigns, “Local Goodness” and “Random Acts of Freshness”.

The first was intended to capture the life of Local Goodness produce from start to finish by sending our video production team out to visit the local farms that have partnered with Food Lion. BURKE captured footage of the hands-on process at each location, as well as short interviews with the farmers about their dedication to the quality of their products and what farming means to them personally. The result was a series of emotionally charged videos that revealed the hard work and dedication behind the readily available Food Lion produce. The videos educated audiences on how local produce doesn’t have to be bought at the farmer’s market but can be sourced at your neighborhood Food Lion instead.

The Random Acts of Freshness campaign consisted of visually engaging video content that captured the joy that comes with giving back paired with the attractive imagery of Food Lion’s products. To accomplish this, our video team travelled up and down the east coast to 9 different locations, filming random Food Lion produce giveaways. The end product was a touching video that documented the natural joy and excitement of surprised customers and demonstrated the value of fresh produce in the lives of consumers.

RESULTS:

• Over 2 million combined views on Food Lion’s social media platforms.