Local Newscasters Bring the Absurdity in BJ's Wholesale Club Holiday Campaign

Nov. 19, 2024

BJ’s Wholesale Club is reviving its wildly popular digital video series “Newscasters,” which first debuted as part of the brand’s ongoing “Absurdly Simple Savings” platform in 2023. Due to the campaign’s success, the newscasters are back – this time as part of BJ’s 2024 holiday push. 

Created by independent advertising agency Terri & Sandy, the videos parody local newscasts with an anchor who is so obsessed with the savings at BJ’s, he uses every story – from news of a snowstorm to warnings about impending blackouts – as an opportunity to sing the praises of the retailer’s Black Friday, Holiday Gifting, and Holiday Meal & Entertaining deals, much to the irritation of his more professional co-host.

The original “Newscasters“ series first launched as the digital-only element of a broader multi-platform campaign that proved highly effective in reaching BJ’s members, seeing a 98% video completion rate. Taking on a new tune for the holiday season, the campaign will now make its debut across CTV, including Hulu, NBC, and Disney and will run across paid social channels.

Keith Evans, Senior Creative Director at BJ’s Wholesale Club said:

“The new holiday “Newscaster” spots use humor to showcase BJ’s unbeatable value and incredible savings in a fun and absurdly entertaining way. Our partner, Terri & Sandy, has successfully extended the Absurdly Simple Savings campaign into holiday by bringing attention and excitement to BJ’s Black Friday, Holiday Hosting, and the BJ’s Great Gifting Event.”