Why do people shop at wholesale stores? To get more for their money, duh. The answer is so obvious that the entire category has been built on wooing the penny-pinchers. But when we took a closer look at the members of BJ’s Wholesale Club, we didn’t find tight fists, but open hearts.
See, BJ’s members want to give their families rich, full lives—lives filled with sleepover parties, team pizza nights, and neighborhood get-togethers—all while staying within budget. Turns out, our target didn’t save more to get more; they saved more to give more. So we gave them a campaign proving BJ’s could help them truly “Live Generously.”
A bold, new campaign deserves a bold, new rebrand. We created a unified visual language that married BJ’s iconic red with authentic snapshots of life’s most generous moments across every communication touchpoint.
Talking to shoppers whose hearts are bigger than their wallets turned out to be a recipe for success. “Live Generously” broke through the coupon-clipping clutter to help BJ’s shatter new membership goals in just the very first month.