For the third year in a row, Dollar General made a bulk-purchase deal from National Football League sponsor PepsiCo a major part of its marketing ahead of the Super Bowl.
In stores, shelf signs activating that sponsorship offer a digital coupon for $2 off the purchase of one Pepsi-Cola product and one Frito-Lay SKU from Jan. 1 to Feb. 18. Radio spots, a Jan. 28 circular feature and concurrent FSI, and display ads on websites including dupontregistry.com and clker.com support.
Unilever also stood out in a Jan. 25 email blast using an "It's Game On for Great Deals" message to offer $3.50 worth of digital coupons for the manufacturer's food products that are valid through March 4. The email also linked to a set of four recipes from the DG Easy Meals program that pair Unilever and private label Clover Valley SKUs. A home page carousel ad on dollargeneral.com promotes the coupons.
Facebook and Instagram updates rounded out the campaign.