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Homepage Real Estate That Converts: How Checkers & Rally’s Drove Awareness at DG
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Executive Summary
To spotlight new product offerings in May 2025, Checkers & Rally’s partnered with DGMN to execute a high-impact Onsite Homepage Takeover targeting all site visitors. The campaign successfully drove brand awareness for the Checkers portfolio and demonstrated the efficacy of high-visibility onsite placements in driving consideration among Dollar General customers.
Brand Background
Fast food chains Checkers & Rally’s launched a new line of frozen items to bring their signature side dishes to customers’ homes. Their goal was to deliver restaurant-quality food with the added convenience of frozen potatoes and onion rings.
Challenge and Campaign Objective
DGMN was tasked with boosting brand awareness and driving sales conversion for Checkers’ frozen potatoes and onion rings line at Dollar General. As the products were new to DG shelves, generating awareness and consideration among Dollar General shoppers was critical to a successful launch.
Strategy and Execution
To meet campaign goals, DGMN recommended an Onsite Homepage Takeover for the Checkers portfolio. Running for a full week from May 4-10, 2025, the takeover combined scale, engagement, and purchase intent through high-visibility placements across the Dollar General website and app.
The campaign leveraged three key onsite placements to guide users through the discovery journey:
- Hero Banner for broad visibility
- DG Story for immersive storytelling and engagement
- Category Tile to capture high-intent shoppers
By guiding users from awareness to action through strategic placements, the campaign delivered a compelling brand experience and laid the groundwork for measurable sales impact.
Results
The campaign successfully drove brand awareness and consideration for Checkers’ new offerings. Key performance highlights included:
- High Brand Sales Impact: Checkers brand sales at DG increased 28% compared to the four weeks prior to the HPTO
- Increased Brand Awareness and Consideration: DG customers shopping Checkers increased 24% compared to the four weeks prior to the HPTO
- High Digital Engagement: The DG Story captivated 39K viewers with a standout 16% CTR—well above industry benchmarks for onsite storytelling.
+28%
INCREASE IN CHECKERS BRAND SALES
39K
VIEWERS WERE CAPTIVATED BY THE DG STORY
+24%
INCREASE IN DG CUSTOMERS SHOPPING CHECKERS
Key Takeaways
The Onsite Homepage Takeover is a highly effective DGMN offering that enables advertisers to spotlight their brands on the Dollar General homepage for a full week. With three high-visibility placements across the DG website and app, homepage takeovers are ideal for driving brand awareness, consideration, and conversion at a pivotal moment in the customer journey.