CAMPAIGN:
Delhaize America
Delhaize America operated major grocery brands including Food Lion and Hannaford, serving communities across the East Coast. With a large workforce across retail stores, distribution centers, and corporate offices, strong recruitment marketing was essential to attract qualified candidates and support continued growth across multiple markets.
THE PROBLEM
The company needed a recruitment campaign that would stand out in a competitive hiring market and attract attention quickly. Traditional grocery recruitment materials felt predictable and lacked the energy needed to connect with potential candidates. The client wanted something bold, exciting, and unexpected—an approach that would break away from standard hiring ads and create a stronger emotional connection with applicants. At the same time, the campaign had to work within three separate brand standards—Corporate, Food Lion, and Hannaford—each with its own visual identity, messaging style, and color palette—while still feeling cohesive across all materials.
THE SOLUTION
The solution was a high-impact recruitment campaign built around the concept of exploding fruits and vegetables—bold, colorful visuals that immediately grabbed attention and created a fresh, energetic feel. The campaign used vibrant imagery to reflect growth, opportunity, and the fast-paced nature of the grocery industry while adapting seamlessly across all three brand standards. By balancing Corporate, Food Lion, and Hannaford design requirements and color schemes, the campaign maintained consistency while allowing each brand to feel distinct. Applied across posters, standard brochures, sleeve brochures, and referral cards, the result was a dynamic campaign that stood out and helped attract new talent.
CORPORATE BROCHURE
CORORATE REFERRAL CARD
POSTERS
PROGRAM POSTERS
FOOD LION SLEEVE BROCHURE
