Dollar General Keeps Celebrating Online

Dollar General is again making brand-driven digital activity the core of its holiday marketing plan.The retailer enlisted Coca-Cola Co., Mars Inc., Hershey Co., Kimberly-Clark and General Mills to produce the "DG Holiday House" webpage. Each room is sponsored by a different manufacturer and clicking on options such as "dining room" or "kitchen" provides branded content including recipes, tips, digital coupons and promotional videos. A Dec. 11 email blast and display ads throughout dollargeneral.com link to the page.Among other manufacturer-specific activity on dollargeneral.com:A brand showcase from PepsiCo/Frito-Lay uses a "We've got your back this season" message to deliver recipes and party planning ideas and offer two bags of chips for $4. A leaderboard ad in a Nov. 29 email linked to the page.A Mars Petcare page hosts a video demonstrating how to make a paw-shaped stocking.Nestlé activated its "Good Food, Good Life" platform to dangle a free SKU of private-label Clover Valley sugar with the purchase of two bags of Toll House chocolate chips, and two free cans of Carnation evaporated milk with purchase of two SKUs of Libby's pumpkin pie mix. Presented on a brand showcase, the deals were both valid Nov. 2-8.Dollar General is also reprising its annual cause campaigns (see "Dollar General Shares …" in Related Articles), soliciting donations for St. Jude Children's Research Hospital at checkout from Nov. 14 to Dec. 14 and collecting toys in dump bins for the U.S. Marine Corps Reserve Toys for Tot Foundation from Nov. 14 to Dec. 8. The retailer is additionally making a $100,000 donation to Toys for Tots.In stores, Kraft Foods Group is supplying account-specific floorstands that direct consumers to the manufacturer's website to find a recipe for the depicted "chocolate candy cane cake." Endcap displays merchandise generic decorations. Dollar General also is giving prominent placement to themed national displays from Coke, 3M and Flowers Foods.

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