Big Lots Brings Back Van Dyke

CHICAGO Closeout retailer Big Lots’ first national television campaign will continue to feature comedian Jerry Van Dyke.

Four 30-second spots from SBC Advertising in Columbus, Ohio, are backed by a $50 million budget to raise brand awareness, the company said.

The campaign for the Columbus-based retailer continues to use Van Dyke as a spokesperson, who is best known for his character on the sitcom Coach.

Van Dyke was originally hired five years ago by Big Lots to provide an entertaining look at closeout shopping. “In the new campaign, Van Dyke is the resident closeout expert who helps bring closeout-shopping fanatics down to earth,” said Kent Larsson, client executive vice president of marketing, in a statement.

SBC Advertising also created one commercial targeting Hispanic consumers, which will air nationally on Univision, Telemundo and TeleFutura.

Launching the national campaign is the latest in a series of initiatives to broaden the appeal of closeout shopping, Big Lots executives said.