BJ's Embraces Our New Normal
BJ's Wholesale Club is the third-largest membership warehouse club after Sam's Club and Costco. With the world turned on its head during quarantine, BJ's wanted to send out a message relevant to consumers' lives at that very moment. And at that very moment, we calculated that, on average, families were making 21 meals a week at home. (That doesn't include snacks! Or pre-lunch lunch! And post-dinner dessert!) Our "What's For Dinner" campaign positioned BJ's affordable family-sized packs as the solution to this pandemic-induced cooking frenzy. And just like that, the campaign was live in less than two weeks.