Embracing Channel Blur

Dollar General signs JWT Detroit for I need campaign

DETROIT -- JWT Detroit is launching an advertising campaign for Dollar General, one of the nation's leading small-box discounters with more than 8,200 stores in 35 states.

JWT, the agency that created such memorable campaigns as "I Wish I was an Oscar Meyer Weiner," "The Few, Proud, The Marines" and "Built Ford Tough" is now on board to help drive traffic for Goodlettsville, Tenn.-based Dollar General.

The marketing program features a series of radio and TV commercials that highlight clearance sales on seasonal merchandise. The [image-nocss] campaign, titled "I Need," also establishes a foundation for a positive, ownable brand message that adds value to the retailer. It launched in late December.

Dollar General seeks to deliver name-brand merchandise in a fun, friendly and engaging environment.

"The commercial hits all the right notes to drive traffic. We believe it draws people in by speaking to their everyday needs, and it sends a positive message about Dollar General meeting those needs," said Beryl Buley, Dollar General division president of merchandising, marketing and supply chain. "It is a great combination of educating shoppers about the brands that we carry and promoting our companywide seasonal clearance sale."

The lyrics accompanying the music are: "Ineed...Cheerios and Listerine, Huggies, Pepsi and Pantene, GE lights and 409. If I spill, it's Bounty time. Dollar General, that's the spot, Look at everything I got."

"Our campaign will support Dollar General's efforts to differentiate from other retailers and drive customer traffic, market by market," said George Rogers, president and CEO, JWT Detroit.

Dollar General is a discount retailer with 8,276 neighborhood stores as of November 2006. Its stores offer convenience and value to customers by offering consumable basic items that are frequently used and replenished, such as food, snacks, health and beauty aids and cleaning supplies, as well as a selection of basic apparel, housewares and seasonal items at everyday low prices, it said.