Food Lion

Launching a new discount grocery chain throughout metro Washington, DC, and in the Virginia Coastal Plain region was not without its challenges. Nevertheless, JR Communications’ strategy and groundwork on behalf of Food Lion’s new discount grocery chain, Bottom Dollar Food, was a success.



Extensive positive coverage in local and regional general and trade press around launches of more than 15 new and renovated stores. Built long-lasting community relationships and increased community goodwill. Boosted impact of customer promotions and store-based events.