• by Danielle Oster , August 11, 2023

Groceries, gas, and other necessities have become more expensive due to inflation over the past couple of years, and consumers are getting less for their money. Aware of such everyday anxieties, and the lengths consumers will go to find the best deals, BJ's Wholesale Club worked with longtime agency partner Terri & Sandy on an "Absurdly Simple Savings" campaign that uses lighthearted humor to speak to very real consumer concerns and deliver a message about the brand's cost benefits.

In a press release, Donna Noa, BJ's Wholesale Club vice president, marketing and branding, explained the campaign was designed to communicate the brand's 25% savings compared to typical grocery store prices, while leveraging "humor, relevant conversational candor" and creative storytelling

“We want to deliver a compelling savings message in a fresh, funny voice,” Terri & Sandy Co-Founder Terri Meyer added.

The campaign use absurdist humor to make its point, with one standout, “Balloon Shop,” relying on the old helium voice gag to match high pitches with its message of BJ’s low gasoline prices (with a “gas leak” the connective thread).

Another spot plays on the bomb-defusing action trope, while things get a bit dark in “Diagnosis” and “Seance.” “Absurdly Simple Savings” ads will run in :15 and :30 versions across connected TV, cable, social and digital platforms. Additionally, a series of a dozen ads parodying local news coverage will run on connected TV, YouTube and digital platforms.