Communicating to audiences in a consistent eye catching manner.

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We’ll publish this newsletter quarterly to bring awareness to all the awesome work we are doing together to build, promote, and create awareness of Our Brands. We hope you find it helpful and informative. Let us know if you have any ideas for enhancing and improving. Contact Kevin Broe for comments & feedback.
PERFORMANCE  NEW COMPARE  UPDATES  MARKETING  PROCESS
Since 2015, Family Dollar has added over 800 SKUs of National Brand to make assortment relevant to competition at the expense of Our Brands. We've spent the last 2-3 years updating all of our brands and packaging across our Our Brand portfolio. As we progress in Our Brands awareness and involvement; this quarterly newsletter is here to inform and update our internal family on all the work Our Brands is doing for our customers.
At the end of each quarter, the our brands team will hand out an award to the merchant team driving the greatest increase over planned penetration for quarter completed for combined private brand & control brand.

I’m happy to announce Q2’s winner of our private brand
“Gauntlet of Profit” trophy.
Congratulations goes to category: 
  332 - Household Paper:  John Larkin, Karima Lockwood, Danille Monogue, Kristin Costa and Megan Kelee for becoming Our Brands “Profit Prophets” for the quarter.  For the second time in a row.
 

AWESOME JOB!!!

Below are the notable metrics for Q2: 

FY19 Q2 Results - WINNER
    • HHP - Category 332 – Household Paper
Penetration
    • Actual = 0%
    • Plan = 0%
    • 0 bps improvement 
Sales growth
    • 0% or $0 M over LY
GM rate
    • 0% TY vs. 0% LY
    • 0 bps decline
GM $ growth
    • 0% or $0 M over LY
Let’s continue to drive growth of Our Brands.
Look forward to handing out the next award at the end of Q3 FY19.   

Did you know these are the

TOP performing SKUs YTD:

 
XXXXXXXXXX 10.4%
XXXXXXXXXXXXXXX 205.0%
XXXXXXXXXXXXX 257.4%
XXXXXXXXXXXXXXXX 2,007.3%
XXXXXXXXXXXXXXX 2,949.2%
XXXXXXXXXXXXXXXXX 3,511.4%
*Some of these items are new.
 

HHP Q2 Success:




1499510 HOMELINE AF SPRING FRESH 8OZ
over XX% in sales forecast
3000532 HL PRINTED PAPER PLATES 8.625IN 110CT
 over XXX% in sales forecast
3000533 HL PRINTED PAPER PLATES 10.0625IN 70 CT
 over XXX% in sales forecast
3000534 HL PRINTED PAPER PLATES 7IN 35CT
 over XX% in sales forecast
3000535 HL PRINTED PAPER PLATES 8.625IN 30CT
 over XX% in sales forecast

FOOD Q2 Success:

Silver Falls water (24pks, 15pks, Gallons, & 20oz)
up 11.7% or $XXX!
 
1298328 SF ORANGE CANS 12FL OZ 12PK
over XX% versus sales forecast
 

HBA Q2 Success:



999373 FW IBUPROFEN REGULAR SOFTGELS 160CT
 Over XXX% in sales forecast



2098867 MODESA CHARCOAL FACIAL WIPES 25CT
 Over XXX% in sales forecast



2007352 MODESA INTENSIVE CARE 10FLOZ
 Over XXX% in sales forecast
Look What's New

Checkout all our new items arriving this Quarter.

Save even more when you purchase Our Brands!

"New Items" 3rd Quarter Schematic Updates

*Items are not pictured but will still be new items in Q3.

   DID YOU KNOW . . .

CHESTNUT HILL, HOMELINE, MODESA, & FAMILY WELLNESS CARRY ALL YOUR BACK TO SCHOOL NECESSITIES SUCH AS NUTRI-GRAIN BARS, TISSUES, AND HAND SANITIZER.

We continue to create customer messages in-store bringing awareness to our incredible savings vs. national brands.  We have an amazing story to tell and help our customers stretch their dollar.

 

   DID YOU KNOW . . .

CUSTOMERS CAN FULFILL BOTH THEIR SWEET & SALTY CRAVINGS WITH OUR EATZ COOKIES AND CHIPS, WHICH ARE COMPARABLE TO LEADING NATIONAL BRANDS SUCH AS OREOS, CHIPS AHOY, LAYS, & RUFFLES.
Summary of our impressions in-store:

   DID YOU KNOW . . .

CHESTNUT HILL CARRIES A WIDE RANGE OF CONDIMENTS THAT ARE COMPARABLE TO LEADING NATIONAL BRANDS SUCH AS HEINZ & FRENCH'S!

Checkout our in-store messaging!


August Window Sign

August Window Sign






August & September Easel Sign

October Window Sign


September Window Sign & 
October Easel Sign
New October End Cap Topper
End Cap Topper
September End Cap Topper
End Cap Topper
End Cap Topper
We are embarking on a re-design for “Family Wellness” across Health & OTC.  This is a marked improvement enlarging both our brand, Family Wellness, and our “Compare to” statement.  In addition, you’ll see this new design gets us much closer to our NBE “look & feel” strategy. You can see the transformation of these items from what they use to look like, to what they will look like. 
We have an exciting packaging re-fresh hitting the stores for our EATZ! trail mix and nut items. The new and dynamic packaging makes our trail mix more desirable.
ExtremelyME is rebranded! We are excited about the new creative identity for our ExtremelyME line of products for young girls. It's our expectation that customers will begin seeing, in-store, the newly updated packaging by spring 2020.



Checkout our new Family Chef charcoal hitting stores in February 2020!
Checkout our new brand!
Ashland Farms, premium dog & cat food, on shelves in September 2019!
Marketing
For FY19, a major initiative for Our Brands is driving incremental Marketing activity to create awareness and trial with our customers. We’ve placed a lot of emphasis on “Compare & Save” messaging in-store via window, front of store, ceiling, aisles, and shelf talkers. In addition, we’ve partnered with merchants to create impactful product displays showcasing Our Brands next to the national brands. 

 Check out all the great things we are doing in May for Our Brands.
  SIGNAGE & OFF-SHELF SUMMARY
Checkout our team member only Smart Coupon for our brand Pro Player. Take advantage of our GREAT savings!
Look for our new Smart Coupon offer every month.
Get The App
Use the mobile app to find more great savings on Our Brands like Homeline below!
Looking for back to school dorm needs? Grab some of our Interiors By Design products below, only at Family Dollar!
Within our Top 40 endcaps we have 29 that feature Our Brands.

191 SKU's this Year vs. 109 LY

*Please note these endcaps are Our Brands Featured encaps. Refer to the monthly planners for all encaps.


We continue to use the U-Boat as another vehicle to showcase Our Brands. For September, we are featuring Homeline & Value.
In late November, we launched our online proofing tool called Workfront. This has been extremely beneficial to merchants, vendors, agency, and our creative team. Allowing us to reduce lead times and improve speed to market. 
  Thank you for everyones help and support! __________________

Here is an example of how Workfront can compare the latest proof of artwork with the very first proof uploaded to show the changes and comments.
workfront proof
Heres another example of how commenting to one another is beneficial for quick communication and key for clarification on specific design elements on each piece of artwork. 
workfront proof