Case Studies: BJ's Wholesale Club

BJ's Wholesale Club Halloween

FoodTV personality Warren Brown and America's favorite funnywoman, Ellen DeGeneres, turned spooky into sweet. There's nothing like scaring up a little fun for Halloween, and we knew that The Ellen DeGeneres Show was the ideal setting for our TV campaign for BJ's Wholesale Club: "Spooktacular Savings & Sumptuous Sweets." We arranged for popular host Warren Brown of FoodTV's Sugar Rush to become the BJ's Halloween spokesman, and then booked him on Ellen's show. Not only did we have the riff raff room (Ellen's version of a green room) bedecked in terrific Halloween décor straight from BJ's, we set Warren up with all the fixings to prepare a delicious Halloween treat for the entire audience. And with everyone dressed to the nines to celebrate, it was a Halloween to remember. How did we achieve so much so quickly?

Within days of our initial concept to BJ's, we hit the ground running, pitching and setting up media confirmations and supplying information to producers and agents. We also included 300 audience gift bags filled with goodies from BJ's; we coordinated and executed everything, from procuring the right gifts to ensuring their arrival and packaging to actually passing them out during the program. National print and TV placements were also secured to promote BJ's as the affordable Halloween place, including FOX & Friends, The Boston Herald and major markets in Florida, New York, North Carolina and Connecticut