Tombras named Dollar Tree’s creative AOR

Tombras will lead Dollar Tree’s first US national brand campaign, with a focus on positioning the retailer as a value destination

Tombras has been appointed creative agency of record for Dollar Tree following a competitive review involving several global agencies. The appointment marks the retailer’s first partnership with an external creative agency.

Tombras will lead Dollar Tree’s first US national brand campaign, with a focus on positioning the retailer as a value destination that combines emotional connection, convenience and an expanded assortment to drive store visits, sales and customer loyalty.

Tombras to develop Dollar Tree brand platform

Under the partnership, Tombras will create a brand platform built around Dollar Tree’s value proposition, convenient shopping experience and the discovery of unexpected products. The work aims to strengthen customer affinity while reinforcing the retailer’s position in value retail.

The first campaign is scheduled to launch this fall with five spots. Dollar Tree aims to increase store traffic by attracting customers who have not previously shopped with the retailer, while encouraging more frequent visits from seasonal and less frequent shoppers. The retailer estimates this audience represents an annual opportunity of approximately $1 billion.

Dollar Tree targets customer growth

Brian Messerschmitt, CMO, Dollar Tree: “Tombras stood out for its ability to combine data-driven insights, strategic positioning, and breakthrough creativity that resonates with today’s consumers. As we continue to evolve the Dollar Tree experience, we have a powerful opportunity to tell our brand story differently, showcasing the unique experience our customers enjoy: finding value, convenience, and discovery in our stores every day. We’re excited to partner with Tombras to bring that story to life through a first-of-its-kind campaign that celebrates the thrill of the hunt and highlights all that customers can discover at Dollar Tree. We are extremely excited to debut this work later this year.”

The campaign will broaden Dollar Tree’s brand story beyond price to reflect the overall customer experience, including value, accessibility and the opportunity to discover products across the retailer’s assortment.

Tombras focuses on Dollar Tree’s brand growth

Dooley Tombras, president, Tombras: “Dollar Tree has incredible scale, unmatched accessibility and an exceptional value proposition. But iconic brands aren't built on awareness alone – they're built on emotional connection. Our job is to help tell Dollar Tree's evolving story in a way that builds lasting brand affinity, drives growth and positions the brand for its next era.”

The partnership gives Tombras responsibility for shaping Dollar Tree’s national brand platform and campaign as the retailer seeks to attract customers and increase shopping frequency.

www.dollartree.com

www.tombras.com

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