Meet Our Anti-Spokesperson
When BJ’s set out to launch clubs in new markets, they had a few major challenges. We are looking at you superstores and wholesale clubs. With an already crowded category, consumers weren’t interested in a new option. So we introduced Frank, a curmudgeon who hates change just as much as the locals do.
The Case Study
The Results
The campaign led to the biggest store opening in the club’s history.
40,000 new members joined, before the store opening
Double the number of member sign ups than the previous opening