BI-LO’s first campaign in two years highlights company’s commitment to providing “savings without sacrifice”

GREENVILLE, S.C. (Jan. 19, 2011) - After a two-year absence, BI-LO has developed a new TV advertising campaign featuring real moms from throughout its footprint to highlight how the 207-store grocery chain helps people  manage everyday life while saving money.

The company's TV message highlights all the ways BI-LO saves its customers more and creates an outstanding shopper experience every day.  The three new TV spots, developed by BI-LO ad agency Erwin-Penland of Greenville, S.C., illustrate real-life situations to demonstrate BI-LO's commitment to offering customers endless savings without sacrificing quality, freshness, selection or service. 

"BI-LO continues to focus its energies on putting its customers first," said Bill Nasshan, senior vice president of sales and marketing at BI-LO.  "We're so confident that our savvy shoppers will notice a real difference in their grocery bill - without having to compromise on the things that matter most to them - that we've put some of our real customers on the airwaves to tell others about BI-LO's service, freshness and variety of products."

One commercial stars Rebecca Thomason, a real everyday mom from Charlotte who juggles three kids and soccer practice while squeezing in time to pick up groceries for her family of five.  By profiling the challenges she faces keeping her household running smoothly, the commercial highlights how BI-LO offers the convenience and peace of mind that comes from providing the highest quality products at the lowest possible price.

"I'm very excited for our family to be featured in this commercial," said Thomason.  "As a busy mother of three I understand what it takes to provide for your family on a budget.  BI-LO helps moms like me save money without having to give up on the quality I demand for my family."

The other two commercials, which feature Elizabeth Pistolis of Greenville, S.C., and Arlethia Hailstock of Fort Mill, S.C., emphasize the value of shopping at BI-LO and saving money through weekly meal deals, prescription discounts and the company's exclusive fuelperks!® Program, which provides discounts on gasoline just for buying groceries. 

The new spots are currently running in Greenville, Spartanburg, Anderson, Asheville, Charleston, Chattanooga, Augusta, Columbia, Myrtle Beach and Florence.  New commercials may be added to the campaign in the coming months, with more moms highlighting additional ways BI-LO makes day-to-day life a little easier, a little more enjoyable and a lot more affordable.