 Between 2000 and 2005, TV cook Iain Hewitson was the face of BI-LO and Newmart supermarkets across Australia, with BI-LO sponsoring and supplying his cooking shows.In late 2005, a stylised BI-LO docket was adopted as BI-LO's mascot and its use replaced Hewitson.At this time, the tag-line "It's the total of the docket that counts!"