Food Lion, based in Salisbury, North Carolina, was recognized with a Bronze Anvil Award by The Public Relations Society of America for its successful #BallinOnHunger CIAA campaign, executed during the Central Intercollegiate Athletics Association Tournament.
The purpose of the 2018 campaign was to spark engagement with CIAA fans and connect them with ways they could help Food Lion fight hunger in the 12 towns and cities where CIAA schools are located.
The resulting 2.9 million social media posts were enough to donate 24,000 meals to local food banks and gave substantial visibility to the campaign, as well as to the Food Lion brand.
Judges remarked that the campaign was “an excellent effort that made a real difference. The entry was well thought out and clearly articulated the purpose of this campaign.”
For more than 45 years, the Bronze Anvil Awards have recognized success in public relations tactics, which include the use of social media, video, blogs, podcasts, annual reports, digital newsletters and websites, that contribute to the success of overall programs or campaigns.
Judging is performed across the U.S. by teams of PRSA members and other category experts. The awards were presented in New York City, with only one Bronze Anvil awarded in 33 categories. This represents Food Lion’s first time winning a Bronze Award and third time winning a PRSA national award.
Food Lion, founded in 1957, has more than 1,000 stores in 10 Southeastern and Mid-Atlantic states and employs more than 63,000 associates. Through Food Lion Feeds, the company has donated more than 500 million meals to individuals and families in need since 2014.