Family Dollar is positioning itself as a one-stop-shop for low-priced Halloween needs.
In stores, gondolas and endcaps use a "Sweet Deals on Candy" message to group confectionery from CPG manufacturers including Mars Inc., Hershey Co., Ferrara Candy Co., Smarties Candy Co. and Tootsie Roll Industries. Mars and Hershey receive additional attention via window posters and shelf trays positioned at checkout.
A seasonal showcase within familydollar.com employs the same green and purple imagery found in stores to deliver themed recipes from Hershey and a sponsored post from Dawn Lopez of the lifestyle blog "Cutefetti." Along with spotlighting confectionery and seasonal products, the web page also positions Georgia-Pacific's Sparkle as a way to prep pumpkin seeds for roasting. The page also hosts ads from Schwan's Red Baron and Nestle's confectionery brands. A home page carousel ad and Twitter updates link to the page.
A front-page feature in the retailer's Oct. 1 circular rounds out the campaign.