Family Dollar Hires Ad Agency

ELLIOT ZWIEBACH

MATTHEWS, N.C. — Family Dollar Stores here said Wednesday it has hired Bernstein-Rein Advertising, based in Kansas City, Mo., as its first agency of record.

The chain has used outside ad agencies for short-term projects in the past but has never hired an agency on a long-term basis, Josh Braverman, the chain's spokesman told SN.

Bernstein-Rein — formerly a creative agency for Wal-Mart — will work on creative projects, media planning and buying and digital projects for Family Dollar, Braverman said.

"What they bring to us is retail experience, particularly in the area of discounting, and we felt they would be a good fit and a good partner as we increase our marketing cadence and try to develop a stronger relationship with our customers," he explained.

Bernstein-Rein is already working with the chain to suggest changes to its website, Braverman noted.