Jackson Hewitt Tax Service is launching a fully integrated national ad campaign that focuses on the upside of filing a tax return.
The creative highlights the joy that refund-receiving taxpayers feel when they get that "big check" and includes the tagline: "Get every dollar you deserve." Included are TV, radio, print, online, out-of-home, direct mail and in-store during multi-week flights between January and April.
With tax preparation kiosks in over 1,800 Walmart stores throughout the country this tax season, the campaign also ties in the company's new, exclusive relationship with Walmart.
Creative includes a co-branded TV spot and two radio spots that promote Jackson Hewitt tax preparation availability at Walmart locations. The presence in Walmart will also be seen in direct mail pieces and on Walmart.com, which will feature a co-branded Tax Center with resources and tips for taxpayers.
The spots show taxpayers receiving an oversized check to emphasize that they got back more money than they were expecting, thanks to the help of Jackson Hewitt's tax preparers. In one spot, a taxpayer transports his "big check" in the back of a pickup truck, while in another, a couple lovingly curls up on the couch embracing their "big check" while watching television.
"Our campaign showcases clients working with knowledgeable tax preparers to ensure that they claim all the credits and deductions they are entitled to, especially those from the many recent tax law changes," said Debra Dowd, vice president of marketing for Parsippany, New Jersey-based Jackson Hewitt, in a statement. "The end result for many is the receipt of a sizeable tax refund."