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New Market Campaign | BJ's Wholesale Club

As BJ's looked to enter a new market, we were asked to develop a campaign that created differentiation not only between BJ's and other wholesale clubs but grocery stores too. With the insights identified in market research, we developed the likable anti-spokesperson, who gave consumers all the great reasons to join BJ's, reinforced by his spunky partner who already joined without his knowing,


We brought the likable curmudgeon to life in a full integrated campaign that included TV, Radio, direct mail, out of home, digital ads and social. This campaign successfully launched BJ's entry into the Michigan market and has been repurposed for successful entries into additional markets as well as being leveraged as a successful brand campaign in existing markets.

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