Dollar General Launches Brand-Focused Ad Campaign

GOODLETSVILLE, Tenn. -- A new television and radio advertising campaign launched recently by Dollar General here highlights the chain‘s “everyday appeal” and breadth of brand-name goods, a company official said in a statement. Created by the Detroit-based agency JWT, the “I Need” campaign is expected to promote a companywide seasonal clearance sale but “also establishes a foundation for a positive, ownable brand message that adds value to the retailer,” JWT said in a statement. “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, president of merchandising, marketing and supply chain, for Dollar General.