SALISBURY, N.C. — After Wal-Mart Stores has spent more than a year targeting its supermarket competitors in television advertisements, Food Lion here has offered a cheeky counterpunch.


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A television commercial for Food Lion running currently in select markets shows a shopper at a store resembling a Wal-Mart asking an employee where the syrup can be found. The shopper waits while the worker calls across to several departments in an attempt to locate the item before directing the shopper to pharmacy — for cough syrup.

“Don’t deal with the Wal-Mart runaround,” a voice over says, emphasizing convenience at Food Lion.

A Food Lion spokeswoman told SN that ads were running in Charlotte and a few other markets she would not identify for competitive reasons.

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Bentonville, Ark.-based Wal-Mart has used competing grocers in a series of price comparison ads over the last year, including Food Lion in the Charlotte market.

The commercial is one of several new ads touting Food Lion’s revamped image. An integrated campaign which broke in all Food Lion markets last week known as “My Two Cents” includes a commercial showing testimony from a live lion lying on a couch as though a pet.

The ads were produced by Mullen, the ad agency that took over as Food Lion’s agency of record a year ago.

food lion syrup from OPC on Vimeo.