Family Dollar, PepsiCo Head into Game Day

Cyndi Loza
Associate Editor, Path to Purchase Institute
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Family Dollar has teamed with National Football League and Super Bowl 2021 sponsor PepsiCo/Frito-Lay to run a bulk-purchase incentive and sweepstakes ahead of the big game. 

The dollar store chain is promising shoppers $4 off a $14 purchase of Pepsi-Cola or Frito-Lay product via a Smart Coupon, valid from Dec. 27, 2020, through Feb. 14. A football-themed home page carousel ad, a front-page feature within the retailer's Jan. 10 circular and display ads within plug the incentive. (The retailer and manufacturer have run a similar incentive the past few years.)

Shoppers who purchase $14 worth of PepsiCo/Frito-Lay items can also enter a sweepstakes awarding seven grand-prize $100 Family Dollar gift cards. Shoppers are instructed to enter from Dec. 27, 2020, through Feb. 15 by texting "football" to a promotional number to receive a link to to upload their qualifying receipt. 

Family Dollar is drumming up support for the sweeps, as well as the incentive, via ads running within a football-themed "Lead Your Team to Victory" promotional page within and in the companion digital circular, which is valid from Dec. 27, 2020, through Feb. 13.

Other manufacturers are also represented within the promotional page and circular, which:

  • contain ads activating Procter & Gamble's NFL sponsor and dangling $5 off a future receipt with purchase of $20 worth of P&G SKUs from Dec. 27, 2020, through Feb. 13. 
  • share recipes comprising ingredients from brands including Kraft Heinz's Velveeta and Conagra Brands' Ro-Tel, and (in the circular only) Tyson Foods' flagship and Campbell Soup Co.'s Pace.
  • position items from private labels Chestnut Hill and Eatz as "game day" and "team" favorites.  

Path to Purchase Institute members can view more images from this year and previous activations in the image vault on