Sponsored By

BJ’s new ad campaign centers on grocery savings

‘Anti-spokesman’ gives reasons to join/not to join warehouse club

Russell Redman

July 15, 2019

3 Min Read
BJs_ad_campaign_Frank_4a.png
Media: BJ's Wholesale Club

BJ’s Wholesale Club is taking aim at its grocery retail competitors in a new multimedia advertising campaign.

BJ’s said Monday that the campaign — including television, radio, digital and social media, and out-of-home ads — highlights attributes that differentiate the warehouse club chain from its rivals, notably everyday grocery pricing that the company touts as 25% less than supermarket prices on national brands.

The humorous TV spots and videos center on a character named Frank, who tries to convince other consumers that they don’t need to join BJ’s. But in giving his “reasons,” Frank actually ends up spotlighting BJ’s benefits, which he doesn’t realize have convinced his wife Brenda to become a member.

For example, Frank protests against BJ’s and tells people why they don’t need to join in homemade videos where he trolls the retailer’s social media campaign, in the club parking lot where he tries to rally shoppers not to sign up, in front of highway billboards advertising BJ’s and at a BJ’s fuel station where he taunts another customer about all of the low-price gas he’s getting. Meanwhile, his wife is shown shopping for groceries at BJ’s and talking about and taking advantage of the benefits its clubs have to offer.  

The TV and video commercials launched today in metropolitan Detroit ahead of the opening of BJ’s first two locations in Michigan. Clubs are slated to open their doors to the public in Taylor and Madison Heights later this fall.

Related:BJ’s aims to improve grocery assortments, digital capabilities

“Consumers have more shopping options than ever, and we know some may not be looking for another wholesale club,” Lee Delaney, executive vice president and chief commercial officer at BJ’s, said in a statement. “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.”

In the awareness-focused ad campaign, BJ’s said the reasons to become a member — which Frank brushes off as “who needs” them — include a 25% everyday savings on essential food and nonfood items; a bigger assortment of fresh food than other warehouse clubs, including produce, meat, deli and bakery items; and being the only warehouse club that accepts all manufacturers’ coupons on top of BJ’s coupons. The 25% savings is based on a basket of 100 national-brand household staples, on an unpromoted unit-price basis, compared the pricing of four leading grocery chains in BJ’s trade areas, the company said.

Related:For BJ’s, a record-breaking fourth quarter

BJ’s also points out in the commercials that members pay as little as two cents per gallon via the BJ’s Gas Savings Program, and “Everyday ClubVeniences” include shopping at BJs.com, in-club pickup, same-day grocery delivery, digital coupons and the BJ’s Stocked program.

“BJ’s Wholesale Club is bringing consumers a fresh take on the wholesale club experience,” according to Terri Meyer, co-founder and co-CEO of Terri & Sandy, the creative agency that developed the ad 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.”

The opening of the Taylor and Madison Heights, Mich., warehouse clubs will mark the 17th state with BJ’s locations. Overall, the Westborough, Mass.-based currently operates 217 clubs and 140 BJ's Gas stations.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like