Dollar General Vies for Brighter Future

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Dollar General has enlisted various manufacturers to support its latest cause campaign designed to shine a light on literacy and foster a brighter future for those in need.

The dollar store chain on July 20 launched the "Yellow Glasses Project," encouraging shoppers across Dollar General's more than 16,500 stores to purchase a pair of promotional yellow sunglasses for $2 each. All proceeds from the sale of the sunglasses will go toward the Dollar General Literacy Foundation to support literacy and education programs across the communities the retailer serves.   

Procter & Gamble, General Mills, Mars Inc., Unilever, Hershey Co., Clorox Co., Kraft Heinz and Kellogg Co. are among the project's sponsors. Account-specific shelf trays positioned on endcaps in stores merchandise Kellogg Co. cereals and position the manufacturer as a "proud sponsor" of the cause campaign. Marketing support includes videos uploaded to the retailer's YouTube channel (see one below), features with July and August digital circulars, a promotional page within, and a Feb. 19 Facebook update.

“When individuals buy, wear and share our $2 yellow sunglasses, they are helping empower others through literacy and education,” said Denine Torr, executive director for the Dollar General Literacy Foundation, in a media release. “For over 27 years, the Foundation has invested in programs that help increase access to educational instruction for individuals of all ages. The Yellow Glasses Project is a fun and exciting way to elevate awareness about how literacy and education can help create brighter futures.”

In other related cause efforts, Kellogg is donating $2 to crowdfunding nonprofit for every Frosted Flakes SKU purchased at Dollar General as an overlay to the brand's national "Mission Tiger" initiative, which aims to help save middle school sports. Shoppers are encouraged to visit for instructions on how to upload their receipt and help fund a variety of school-sports related projects via All Frosted Flakes purchases between Jan. 1 and Feb. 8, 2021, trigger the donation (though receipts must be uploaded within 30 days of purchase). Endcaps outfitted with side panels plug the effort and a "2 for $5" deal on Frosted Flakes cereal.