BJ’s Wholesale Club is launching a new cross-channel marketing campaign that highlights the company’s approach to the wholesale club experience as it enters eastern Michigan and Metro Detroit.
The campaign features a character named Frank, the company stated, who protests against BJ’s, detailing why he won’t join the club in the process and, as a consequence, why other consumers should. His protest occurs in front of stores and highway billboards advertising the club. In “homemade” videos, Frank trolls the brand’s social media initiatives. He also tries to rally shoppers not to sign up for the club. Frank shares his many reasons not to become a BJ’s member as the campaign proceeds without realizing that his wife, Brenda, has already signed up.
BJ’s stated that the campaign was grounded in research and that it highlights several attributes that differentiate BJ’s Wholesale Club from its competitors and focuses on what consumers are looking for in their shopping experience.
“Consumers have more shopping options than ever, and we know some may not be looking for another wholesale club,” said Lee Delaney, evp/chief commercial officer, BJ’s. “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.”