BJ’s Wholesale Club, a leading warehouse club operator on the East Coast, has 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 called 'We Don’t Need a BJ’s Wholesale Club' 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 a number of savings and discounts.
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 realise is that his wife, Brenda, has already joined.
TV and video assets launched July 15th ahead of the first two BJ’s Wholesale Club locations opening in Taylor and Madison Heights later this fall. The campaign, which also includes digital, radio and OOH was developed with creative agency Terri & Sandy and media planning was handled by Noble People.
“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 realise 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.”