PepsiCo/Frito-Lay's Cheetos celebrated Easter at Dollar General with an exclusive "EveryBunny Wins" instant-win game.

Shoppers who purchased two Cheetos SKUs from March 5 to April 15 received an entry code to use on the co-op dgrewards.com website. All entrants received a digital prize such as an e-card or recipe. The game awarded:

  • 500 spring activity bundles comprising a bucket of sidewalk chalk, a bubble wand and a flower-growing kit.
  • 700 coloring book and pencil sets.
  • 800 winners with a bag of Cheetos Sweetos and a $5 store gift card.

Endcaps stocking Cheetos and sister brand Fritos promoted the game in stores. Banner ads on dollargeneral.com and other websites including westernjournal.com supported. Plano, TX-based Propac handled the effort.

In other seasonal activity, Dollar General ran a "Countdown to Easter" campaign from March 11 to April 1 offering a different deal each day on brands including Mars Inc.'s Twix, Reynolds Consumer Products' flagship and Paper Magic Group's Dudley's. A home page carousel ad, email ads and Facebook updates linked to a promotional page where consumers revealed the day's deal by cracking open a virtual egg. Some deals were also promoted with circular features.

In stores, the seasonal aisles were outfitted with generic "Happy Easter" purple shelf strips and housed matching, account-specific shelf trays from confectionery brands including Hershey Co.'s Reese's, Mars' Skittles and Ferrara Candy's Brach's. Meanwhile, themed circular features offered Easter recipes, directed shoppers to the digital "Spring Lookbook" the retailer released on Feb. 11 or dangled deals such as $5 off the purchase of $20 worth of Hershey Easter candy.