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...

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