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Dollar General, P&G Team Up For Vets

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In the latest version of their ongoing Every Day Heroes program, Dollar General and Procter & Gamble are aiming to raise awareness for veterans and their connection to at-risk youth.

The two-year-old Every Day Heroes initiatives changes themes each month, and, throughout June, it focuses on Sparky Anderson, a vet who entered the National Guard through the Thunderbird Youth Academy (TYA), one of the National Guard’s 34 Youth ChalleNGe academies. Now a father, business owner and PhD candidate, he credits the program with saving his life, and is featured in a video campaign.

Point-of-sale materials, in-store fliers, the P&G brandSAVER and the retailer’s website steer shoppers toward special deals on such P&G brands as Tide, Gain, Downy and Febreze. The effort is also supported by radio media tours, audio news releases, blogger posts and advertorials in People and Better Homes & Gardens, says a P&G spokesperson. Tie-ins include sweepstakes and suggestions for Father’s Day gifts.

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The point of the program is to “honor the everyday heroes in the communities Dollar General serves, people who don’t regularly receive a lot of accolades but are doing great things in their neighborhoods and communities,” she says.

Dollar General has routinely focused its cause efforts on military-awareness initiatives, winning accolades as a military-friendly employer. Earlier Every Day Heroes  efforts have also raised fund and awareness for such causes as literacy, general education degree programs, and efforts serving the African-American community.

Separately, the Goodlettsville, Tenn.-based chain says same-store sales rose 2.6%, “reflecting strong growth in our consumables categories offset by softer sales in seasonal and weather-sensitive categories.” Net income rose to $220 million, from $213 million a year ago.

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