Siboney/USA was invited to pitch for the U.S. Hispanic portion of the Food Lion account.

Food Lion is one of the largest supermarket chains in the Carolinas. As VP Strategic Planning and Media Director, I created the presentation that won us the account. Food Lion was the first account Siboney/USA had won in over 2 years.

• Revised conventional demographic and media targets. I used real consumer insights to buck the conventional wisdom that only women went to grocery stores and established the importance of single male shoppers.
• Directed the media budget to mobile and web, allowing customized messaging.