Family Dollar Is a Game Day Pro

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Family Dollar Is a Game Day Pro

By Samantha Nelson - 02/02/2018

Family Dollar brought back most of the tactics it employed during the fall football season to promote party needs ahead of the National Football League's 2018 Super Bowl.

Football-themed circular features running weekly since Dec. 28, 2017, dangled a digital coupon for $5 off a $15 purchase of product from National Football League sponsor PepsiCo/Frito-Lay. Valid from Oct. 27, 2017, to Feb. 4, the deal was plugged in stores on window posters, rack signs, shelf signs near relevant product and pole toppers accompanying PepsiCo spectaculars. A carousel ad on the home page and email ads used a "Score Like a Pro" message to support the offer.

The same message appeared on the leaderboard ad of a seasonal page within the retailer's website, which hosted recipes and party tips from bloggers. Facebook and Twitter updates promoted the sponsored content, which spotlighted products from brands including PepsiCo's Tostitos, Kraft Heinz Co.'s Philadelphia and private label Family Gourmet.

The page also offered a BOGO digital coupon for snacks from private labels Eatz and Catawba Candy Co. valid from Dec. 27, 2017, to Feb. 4. A feature in the digital version of the chain's Jan. 16 circular supported the deal.