New Campaign Produced in Partnership With Terri & Sandy Asks “What’s For Dinner?”

With millions of families spending more time at home, food has become the ultimate source of comfort and entertainment, but there's also another side of the cooking equation that BJ's Wholesale Club is tapping into in the brand’s new campaign. Cooking for a family day after day after day can also be exhausting. “What’s For Dinner?” showcases two parents navigating the kitchen chaos that comes with making more meals at home. From endless recipes to the constant pile-up of dirty dishes to more family-time around the table, BJ’s offers an authentic and humorous look at the fun and fatigue of quarantine cooking.

Terri & Sandy conceptualised and produced the campaign in two weeks. The agency saw an opportunity to tap into consumers’ love/hate relationship with cooking three meals a day, while also highlighting how BJ’s is supporting consumers with affordable family-size packs, online ordering, in-club pickup and delivery. The campaign aims for humour and relatability at a moment when consumers seem strained by negative news and brand messages.

The spots were shot and directed by Todd Selby, a renowned photographer, director and artist, who captured himself, his own wife and their young children at home for the ad. Launched on 12th May, the campaign includes a :30 TV spot, :30 and :15 videos for digital and social channels, banners and additional social content that will roll out across Facebook and Instagram.

“Being at home means spending more time with family, especially in the kitchen and around the dining table,” said Donna Noa, vice president of brand marketing at BJ’s Wholesale Club. “Our family-size packs are an affordable solution to keep families and refrigerators full, and our pick-up in club and grocery delivery make it more convenient to shop at BJ’s.”

“We are making more meals at home than ever before. That comes with laughter, chaos, gourmet masterpieces and culinary disasters. It’s an experience we can relate to and a fatigue that we are sharing,” added Drew Halpern, group account director at Terri & Sandy. “We partnered with BJ’s to tap into this insight, showcasing the imperfections consumers are embracing and the humour we all need.”