Food Lion

Grocery chain Food Lion partnered with Kcomm to develop a series of web videos designed to increase customer engagement on social media channels during the busy holiday season. Linked by Food Lion’s promise of providing Easy, Fresh and Affordable solutions, the series shares helpful tips and life hacks for decorating and entertaining in cost-effective and creative ways.

Our team created the concept of Food Lion Lends a Hand, with hands (literally) as the star. Through 15 one-minute videos, we brought a variety of tips to life, from the versatility of aluminum foil to the wonders of the candy cane. The style was lighthearted and quirky, with an intentionally homemade approach reinforcing Food Lion’s warm, approachable brand personality. To encourage interactivity, we included references to favorite holiday moves and TV shows, with prizes for viewers who were first to guess the answers. The series ran from Thanksgiving Day to New Year’s Eve, and culminated with a grand prize for the viewer who spotted all 15 “Easter egg” clues.

Food Lion Lends a Hand enjoyed a successful holiday run. The videos earned high numbers of Facebook Likes and Shares, a significant metric because the content was not tied to a promotion, coupon or special offer. Engagement and clicks continued to build as customers actively sought out each installment of the campaign, looking forward to the new places the Food Lion hands would take them next.