• by Fern Siegel , Yesterday

Dollar Tree has selected Tombras as its creative AOR following a competitive review. This will be the retailer's first brand campaign — and its initial association with an outside creative agency.

Tombras' remit is to position Dollar Tree as a value destination that drives sales and loyal customers. The new platform will trumpet value, convenience and the company's inventory.

First work is expected this fall with five spots. The business objective is to increase store traffic by attracting new customers, while driving greater frequency among seasonal and less frequent shoppers.

Brian Messerschmitt, CMO, Dollar Tree, said: “Tombras stood out for its ability to combine data-driven insights, strategic positioning and breakthrough creativity that resonates with today’s consumers.” He added the upcoming campaign will celebrate “the thrill of the hunt and highlights all that customers can discover at Dollar Tree.”

Dollar Tree claims its the No. 4 retailer in U.S. household penetration, behind Walmart, Amazon and Target. Some 85% of its offerings are priced at $2 or less. The company has more than 9,300 stores in the U.S.

According to Supermarket News, the retailer saw 3 million more households shop its stores during Q3 2025, compared to the prior year. An estimated 60% of those shoppers came from households earning over $100,000.

Dooley Tombras, president, Tombras, added: “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.”

Tombras' roster also includes E.L.F., Arby's and Rippling.