Dollar General: Here for what matters

Retail brand Dollar General created a holistic communications campaign based on its brand value of Serving Others to increase favourability, protect its operating licences and support expansion.

Situation Analysis

With nearly 19,000+ U.S. store locations, 75% of Americans live within five miles of a Dollar General (DG). A modern-day general store, DG offers high-quality, everyday essentials to its customers – a lifeline for those trying to feed their families and make ends meet during the pandemic. DG's mission of "Serving Others" is at the core of what it is and how it operates. Each DG store/distribution center creates positive economic impact through career opportunities for employees, quality/low-priced products in convenient locations for customers and tax revenue generation for local municipalities. DG's customers are incredibly loyal to and...

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Bray Leino

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