Family Dollar Builds Easter Baskets
Family Dollar is positioning itself as a place to shop for affordable Easter gifts with a "Build a Better Basket" campaign.
In stores, gondolas using the message on headers and shelf strips merchandise confectionery and toys from brands including Nestle's SweeTarts, Just Born's Peeps and Zuru's X-Shot. Supporting rack signs plug seasonal chocolates from Hershey Co.'s Reese's, Lindt & Sprungli's Russell Stover and Mondelez International's Cadbury. Window posters also spotlight Reese's peanut butter eggs.
Family Dollar enlisted Cutefetti blogger Dawn Lopez to write a post for its Ideas & Inspiration blog offering Easter basket ideas that incorporated Russell Stover and Reese's along with other brands including Nestle's Nerds, Conagra Brands' Slim Jim and Ferrara Candy's Red Hots. A home page display ad on familydollar.com, and Facebook and Twitter updates link to the post.
Circular features and email ads round out the campaign, offering sale pricing and digital coupons for confectionery, seasonal items, toys and greeting cards.