With a pair of significant new competitors entering the market, Food City of Knoxville, TN, wasn't just looking to hold onto its share; it was looking to continue its history of strong, regional growth.
By shifting more of the company's marketing budget to cable, Food City was able to take advantage of Comcast Spotlight's online platforms to supplement its television advertising, a critical component to the grocer's strategy to interact and build relationships with customers. The comprehensive multi-screen campaign included banner advertisements, pre-roll video, roadblocks and full-page takeovers on Xfinity.com. On television, commercials aired on high-profile, targeted channels like Lifetime, Food Network, HGTV, A&E and History.
Food City reported a record sales year, and continued its expansion plans in the market. The company attributes much of that success to its partnership with Comcast Spotlight, leading to an increase in its digital advertising commitment.