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Parks and Recreation Star Retta is a 'BIGionaire' in Campaign for Big Lots

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Spot from Tombras and director Rachel Lee Goldenberg encourages customers to live big at home

Parks and Recreation Star Retta is a 'BIGionaire' in Campaign for Big Lots

Big Lots, a US retailer with 1400+ stores in 47 states, has launched the 'Be A BIGionaire' campaign after conducting extensive research about its consumers, why they shop at Big Lots over the competition and why they think the brand is special.

The research found that the Big Lots customer loves to live big at home – including celebrating every holiday to the extreme and outfitting their home with high-quality, on-trend furniture and décor that has exceptional value.

The campaign stars Retta, an actor, author and producer best known for her role in the NBC Series Good Girls and Parks and Recreation.

Retta is a real life Big Lots shopper, and Tombras felt she was the perfect BIGionaire to embody the brand. Put simply, she loves the thrill of the hunt and finding those treasures and deals at Big Lots every day.

Dooley Tombras, president at Tombras: “Big Lots is a brand with creativity hiding in plain sight. We want the advertising to be as bold and fun as the treasure hunt shopping experience at Big Lots."

“Our customer is an ‘all-American superwoman’ providing for her family and stretching every dollar.  In developing the “Be A BIGionaire” campaign, our goal was to create a culturally relevant, disruptive campaign that introduces Big Lots to so many consumers out there that haven’t yet discovered us,” said Joice Wirkus, SVP, marketing at Big Lots. “‘Be A BIGionaire’ is about putting a name to the unique and altogether fun shopping experience and personality of Big Lots where our savvy customers shop us first because they know they’ll get the best deals for their home. We’re creating a community of these bargain hunters and treasure seekers, one that everyone is invited to join, and there’s no better person to help us kick-off this movement than the incomparable Retta.”

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Client: Big Lots

Becky Ziegler: VP Marketing, Creative

Chuck Wagner: Creative Director

Daneil Fry: Video/Audio Specialist

Agency: Tombras

Amber Dickson: SVP, Group Account Director

Denice Heyward: SVP, Director of Business Affairs

Leslie Jones: Account Director

Tony Ciampa: Group Creative Director

Maddie Lane: Sr. Art Director

Maxx Delaney: ACD, Copywriter

Nick Troop: ACD, Art Director

Jason Souter: Executive Producer

Cheryl Munday-Paul: Associate Director, Project Management

Nena Potter: Sr. Account Executive

Production: Society

Rachel Lee Goldenberg: Director

Harry Calbom: Founder/Executive Producer

Ashley Holloway: Producer

Jason Heller: Executive Producer

Rebecca Parenteau: Head of Production

Andrew Brecker: Business Affairs

Edit: Union Austin

Graphics: Logan

Original Music: Singing Serpent

Genres: Comedy

Categories: Retail Stores, Retail and Restaurants

Tombras, Wed, 26 May 2021 11:23:00 GMT