BJ’s Brings a Fresh Approach to the Wholesale Club Experience as It Enters the Detroit Market
Humorous awareness campaign focuses on character who doesn’t want all the benefits BJ’s has to offer
BJ’s Wholesale Club (NYSE: BJ), a leading warehouse club operator on the East Coast, today announced a new cross-channel campaign that highlights the company’s fresh take on the wholesale club experience as it enters Eastern Michigan.
The humorous campaign is centered on Frank, an active member of the local community who doesn’t want what BJ’s Wholesale Club has to offer – even if that includes savings of up to 25% off grocery store prices*, on top of BJ’s coupons, on top of manufacturers’ coupons.
Throughout the campaign, consumers view Frank’s protests against BJ’s Wholesale Club and his reasons not to join – in front of highway billboards advertising BJ’s Wholesale Club, in “homemade” videos where he trolls the brand’s social media campaign, and even in the club parking lot where he tries to rally shoppers not to sign up. Frank shares his many reasons not to join, but what he doesn’t realize is that his wife, Brenda, has already joined because she is a smart shopper who understands the fresh approach and all the benefits of BJ’s Wholesale Club. The campaign will be featured on TV, radio, out of home, digital and social media.
“Consumers have more shopping options than ever, and we know some may not be looking for another wholesale club,” said Lee Delaney, executive vice president and Chief Commercial Officer of BJ’s Wholesale Club. “But we know that once shoppers realize that BJ’s Wholesale Club can save them up to 25% off grocery store prices every day, they’ll be eager to join. Our new campaign builds on that promise, showcasing our fresh take on the wholesale club and all of the reasons to join BJ’s.”
The campaign, grounded in research, highlights several attributes that differentiate BJ’s Wholesale Club from its competitors and focuses on what consumers are looking for in their shopping experience.
“BJ’s Wholesale Club is bringing consumers a fresh take on the wholesale club experience,” said Terri Meyer, Co-Founder and Co-CEO of Terri & Sandy. “So, we wanted work that would be just as unexpected as what BJ’s Wholesale Club has to offer. The result is an entertaining anti-spokesperson, whose protests will make consumers question why they haven't joined yet.”
Here are Frank’s reasons not to join BJ’s Wholesale Club:
- 25% off grocery store prices: BJ’s beats supermarket prices on national brands every day so members can stock up for less.
- Big Gas Savings: Pay as little as two cents per gallon with BJ’s Gas Savings Program.
- Fresh Choices: BJ’s assortment offers more fresh food than other warehouse clubs, with delicious produce, meats, deli and bakery items for weekly shopping.
- Coupon-Friendly: BJ’s is the only warehouse club that accepts all manufacturers’ coupons on top of BJ’s coupons, plus members can add coupons to their membership card from the BJ’s app or online.
- Everyday ClubVenienceSM: Members can shop however they want with convenient options like BJs.com , buy online, pick up in-club , same-day grocery delivery , digital coupons and BJ’s Stocked .
The TV and video assets will launch in metro Detroit on July 15, 2019 ahead of the first two BJ’s Wholesale Club locations opening in Taylor and Madison Heights later this fall. The campaign was developed with creative agency Terri & Sandy and media planning was handled by Noble People.
All BJ’s Memberships are subject to BJ’s current Membership Terms, ask in-Club or go to BJs.com/terms.
*25% savings is based on Member pricing on a basket of 100 national brand household staples, on an unpromoted unit-price basis, when compared to four leading grocery chains in our trade areas. Learn more at www.bjs.com/25percentterms .
About BJ's Wholesale Club Holdings, Inc.
Headquartered in Westborough, Massachusetts, BJ's Wholesale Club Holdings, Inc. is a leading operator of membership warehouse clubs on the East Coast of the United States. The company currently operates 217 clubs and 140 BJ's Gas® locations in 16 states.
The Company's common stock is traded on the New York Stock Exchange (NYSE: BJ).
About Terri & Sandy
Founded in 2010, Terri & Sandy is a NY-based independent advertising agency that brings clients big agency expertise faster, smarter and more efficiently. Their clients include The Walt Disney Company, Freshpet, Gerber, The Hartford, Kellogg’s, Phonak and CityMD. Terri & Sandy was named the 2017 Small Agency of the Year by Ad Age and is ranked the second Most Effective Independent Agency in North America on the Effie Index. For more information, visit terrisandy.com.