CHALLENGE:

African American and Hispanic shoppers account for 60% of Family Dollar's core shoppers, but Family Dollar has been losing these shoppers to other high-value retailers.

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INSIGHT:

Both targets feel financial and mental stress due to the pandemic and 2020 recession (Kantar US Monitor Study, June 2020 data). They are both self-confident and style conscious. They seek success for themselves, their children and for furthering members of their community. As a result of the current racial and ethnic unrest, there are heightened expectations for seeing their culture represented. Most importantly, both shoppers have a strong connection to family (in a larger sense), as they derive a sense of strength through solidarity, and find connection by celebrating heritage. 

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STRATEGIC APPROACH:

A year of solutions inclusive of the shopper, their family, and their community. It starts with empowering them with products that set them on a positive course for the year to seasonal inspirations for all the important milestones on the family's calendar. ​

 

SOLUTION:

An optimistic thematic that celebrates the happy family moments that are made brighter because of the P&G products at Family Dollar's everyday low prices.

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Quarterly Tentpole Programs |  End Cap | Social Media | Mobile App Design 

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Credits

Copywriter:                 Dave Woods

Art Director:                Rodolfo Rojo

Agency:                       Upshot