Dollar General is a growing retailer with a unique shopper, one that defines value as price discounts. As the retailer expanded, our category and competitors saw growth. However, Snickers was in decline. By delivering shoppers an exclusive digital experience rooted in shoppers’ WWE fandom, Snickers was able to redefine the value equation by giving shoppers something priceless. This unique offer reinvigorated the Snickers brand in the eyes of Dollar General shoppers, resulting in brand growth that outpaced the category and the competition
role: art director
