• by Steve McClellan  @mp_mcclellan, May 25, 2021

National close-out retailer Big Lots is out with its first campaign from new agency Tombras timed to Memorial Day.

The campaign stars actress -- and real-life Big Lots enthusiast -- Retta (from NBC’s "Good Girls" and "Parks and Recreation").

The campaign is based on research that found that the Big Lots customer loves to “live big” at home – including big holiday celebrations and outfitting their homes with high-quality, on-trend furniture and décor with exceptional value. Big Lots trademarked the term "BIGionaire" to describe their customers, who tend to be loyal and value-conscious.

The work will run across TV, radio, digital, social, and YouTube. Future work is expected to launch around the July 4 and Labor Day holidays.