Family Dollar positioned itself as an affordable place to shop for the Valentine's Day holiday with a "Simply Perfect Gifts" campaign.
In stores, window posters, gondolas and endcap displays used the message to spotlight a mix of balloons, greeting cards, cosmetics, plush toys and confectionery. Floorstands stocking greeting cards employed a generic "Happy Valentine's Day" message while Lindt & Sprungli's Russell Stover Candies received special attention with a price-focused window poster.
Multiple circular features, email ads and a seasonal web page within familydollar.com highlighted the same categories along with third-party gift cards and small electronics, while a Feb. 9 Facebook update gave the spotlight to seasonal Hershey Co. SKUs. A pair of Feb. 13 Twitter updates linked to posts on Family Dollar's "Ideas & Inspiration" blog, one suggesting gift ideas and the other providing themed recipes incorporating product from Mondelez International's Oreo, Mars Inc.'s M&M's, Nestle's Tollhouse, Pinnacle Foods' Duncan Hines and Hershey's flagship brand.