Dollar General's New Ads Focus on Its Role in Communities

The retailer says it's time to tell consumers about its community programs


Dollar General has introduced its first integrated brand campaign under the tagline “Here for what matters,” which encompasses both its corporate story and its mission of serving others.

The messaging was created by communications agency BCW Global and its subsidiary creative shop HZ.

The 90-second spot follows a mother’s daily journey from when she wakes up early in the morning to attend a literacy class to putting her daughter to bed at night, using those newly acquired skills to help her learn to read, too.

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