SALISBURY, N.C. — Food Lion LLC has debuted a new television advertising campaign, highlighting reduced prices on thousands of its best-selling items.

Food Lion LLC has debuted a new television advertising campaign, highlighting reduced prices on thousands of its best-selling items.

The ads are designed to support the supermarket retailer’s “New, Lower Prices” campaign that began earlier this year.

Over the past two months, Food Lion has lowered the prices on products in nearly every category in its stores.

Executives estimate that the lower prices coupled with other promotions can trim between 25% and 30% from shoppers’ grocery spending.

“Food Lion has a long-standing tradition of delivering low prices to its customers,” vice president of marketing Ken Mills says. “In today’s economic environment, we know price, more than ever, matters to our customers.”

The three new television ads that began on April 14 in markets where Food Lion operates feature Food Lion president Cathy Green, who reiterates the company’s history of helping customers save on their groceries and stresses that the latest campaign extends those efforts even more.

In addition to the TV spots, Food Lion’s promotional efforts for its new pricing structure include print, radio, online and outdoor advertisements.

“We anticipate the advertisements will be extremely relevant to our customer base during this time and believe the commercials will set us apart from other grocery retailers,” Mills says.

“We want customers to know they can count on Food Lion for low prices,” he explains, “and we are delivering on that commitment through great prices, quality products, excellent customer service and convenient locations.”