Food Lion taps Mullen as new advertising agency

SALISBURY, N.C. — Food Lion has appointed a new advertising agency of record.

The supermarket chain announced that Mullen will be responsible for developing Food Lion's advertising campaigns and partnering with the company on integrated marketing initiatives in support of the Food Lion brand. The terms of the contract were not disclosed. New creative and advertising could take effect as early as first quarter 2012.

"Mullen will be a great partner to enhance the Food Lion brand, especially as we continue to implement the new Food Lion strategy in 2012," Food Lion president Cathy Green Burns said. "Mullen has a unique opportunity to help us transform our business as we strengthen the Food Lion brand. We look forward to leveraging the creative and strategic insights of the Mullen team to help us educate our customers about Food Lion."