Family Dollar Rides the Coupon Bus Back to School

Family Dollar is placing its digital Smart Coupon program at the center of its back-to-school campaign.In stores, shelf signs, rack signs, pallet displays and window posters dangle a coupon for $5 off the purchase of $15 worth of school and office supplies, valid from July 9 to Aug. 29. Shelf strips support with a "catch the savings bus" message and depict a bus that also appears alongside the Smart Coupon logo on account-specific floorstands from Hallmark Cards' Crayola and Newell Rubbermaid's Paper Mate.As they did during Family Dollar's 2016 back-to-school campaign, Clorox Co. and Unilever's Hellmann's are infusing the retailer's effort with a cause element. The manufacturers promise to donate $1 to The Boys & Girls Clubs for each of the $5 off $15 coupons redeemed (up to $100,000). A July 11 Facebook and Twitter post shared a video promoting the campaign that had been uploaded to Family Dollar's YouTube channel on July 10. (See below.) The video also appears on a seasonal web page within familydollar.com that hosts a back-to-school shopping list and spotlights a coupon for $3 off the purchase of $10 worth of select Unilever SKUs.The $5 off $15 coupon also was promoted via display ads running on websites such as toofab.com, a home page carousel ad, a feature on the front page of Family Dollar's July 11 circular, a concurrent email blast and blogger engagement.The cover of a July 9 in-store circular additionally used a "catch the bus to savings" message to dangle more than $25 worth of Smart Coupons while an interior feature positioned products from private label Interiors by Design as "dorm essentials."

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