BJ’s Wholesale Club entering Detroit with sass

Westborough, Mass.-based BJ’s Wholesale Club is testing out a new campaign strategy as the company expands its footprint by entering a new Midwestern region. 

The company announced it has launched a new cross-channel campaign that highlights the company’s fresh take on the wholesale club experience. Described as humorous, the campaign is centered on a character named 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.”

“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.”

Although the campaign is focused around a character boycotting the company it is advertising for, it is supposedly grounded in research and highlights several attributes that differentiate BJ’s Wholesale Club from its competitors, by focusing 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, the company in charge of executing the campaign. “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.”

To watch the new campaign video, click here.