As it enters Detroit and other eastern Michigan markets, BJ’s Wholesale Club is using humor in a campaign centered on Frank, an active member of the local community who does not want what BJ’s Wholesale Club has to offer.
The cross-channel campaign centers on 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 does not realize is that his wife, Brenda, has already joined because she understands the approach and the benefits of BJ’s. The campaign will be featured on TV, radio, out-of-home, digital and social media.
The TV and video assets launched in metro Detroit July 15, 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; 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, EVP and CCO of BJ’s Wholesale Club, based in Westborough, Massachusetts. “But we know that once shoppers realize that BJ’s Wholesale Club can save them up to 25 percent 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 highlights several attributes that differentiate BJ’s from its competitors and focuses on what consumers are looking for in their shopping experience. According to the retailer these include up to 25 percent off grocery store prices; gas savings (pay as little as two cents per gallon with BJ’s Gas Savings Program); BJ’s offers more fresh food than other warehouse clubs; BJ’s is the only warehouse club that accepts all manufacturers’ coupons on top of BJ’s coupons; and everyday “ClubVenience,” meaning members can shop however they want with through BJs.com, buy online, pick up in-club, same-day grocery delivery, digital coupons and BJ’s Stocked.
“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.”
BJ’s Wholesale currently operates 217 clubs and 140 BJ’s Gas locations in 16 states.