BJ's Wholesale Club Campaign Touts its 'Absurdly Simple Savings'

BJ’s Wholesale Club is launching a new campaign in partnership with long time agency of record Terri & Sandy that builds off the success of the brand’s ongoing 'Absurdly Simple Savings' platform. The new work, which will run nationally on television and online, consists of more than a dozen hilariously twisted videos that tout BJ’s promise of 'up to 25% off grocery store prices,' as well as 'everyday low gas prices.' The messaging comes as Americans continue to struggle with inflation, reminding customers that they can find savings across the board at BJ’s.

The creative borrows from the storytelling tropes and visual aesthetics of a variety of classic genres, from hospital dramas to supernatural thrillers. Each story begins true to its world before taking an absurdist turn as the incredible savings at BJ’s hijack the storyline. The spots will debut in :30 and :15 versions in new and established markets across connected TV, cable, social and digital platforms.

In addition, a mini-series of 12 videos parodying the local news casting genre and touting BJ’s “newsworthy” savings, will run as digital-only content across connected TV, YouTube, and social platforms.

Overall, the campaign makes it clear that customers don’t need to be ultra-savvy shoppers or coupon-clipping wizards to save money at BJ’s - they just have to walk through the door. That’s why, at BJ’s, saving is simple. Absurdly simple.

All creative was directed by Nalle Sjöblad, known for his award-winning work for brands like Burger King, Supercell, Aspercreme and Sky.

“We are thrilled to launch our Absurdly Simple Savings campaign, in collaboration with our longstanding partner, Terri & Sandy. The campaign aims to communicate our up to 25% off grocery store prices promise as well as everyday low gas prices,” said Donna Noa, VP marketing and branding, BJ’s Wholesale Club. “We leveraged humour, relevant conversational candour and creative unique storytelling deliverables to create these news spots to showcase BJ’s unbeatable value and incredible savings in a fun, entertaining way.”

Terri Meyer, co-founder of Terri & Sandy says, “It is a very difficult economic climate right now and we know that shoppers actually feel anxiety when they go to the grocery store and the pumps. We want to bring levity to the situation and deliver a compelling savings message in a fresh, funny voice.”