Viva Is Choice of Mass Merchant

ATLANTA BJ’s Wholesale Club has selected Viva to handle the company’s Hispanic advertising following a review of undisclosed contenders, the shop said.

The independent Miami shop will produce television, radio, print and Internet advertising to help the Natick, Mass., company recruit new members, said Linda Gonzalez, Viva’s CEO.

“They want to acquire more club members,” Gonzalez said. “We are putting a strategy into place to do that.”

The first work will break later this year, she said. The company’s advertising budget has not been determined, but Gonzalez said she expects BJ’s to become one of the shop’s bigger clients.

BJ’s