Big Lots Goes National for Holidays

NEW YORK Closeout retailer Big Lots will take its message to a national audience for the first time in a holiday campaign breaking next month.

The television spots, via SBC Advertising in Columbus, Ohio, will run on network and cable beginning in early November. The work will promote the merchant’s entire 1,400-store operation. Previous efforts were regional and supported about half the company’s retail locations. The ads will tout the Columbus, Ohio-based chain’s year-end products strategy.

The two 30-second spots again will feature Jerry Van Dyke, who has appeared in and lent his voice to prior campaigns. The ads were shot in a Big Lots store and on-location in a suburb of Columbus. Included in the messaging is that Big Lot stores have been remodeled to become more consumer-friendly and that its inventory now includes more name brands available at discount prices.

Campaign spending was not revealed. The company earlier this year broke four spots featuring Van Dyke as part of a $50 million effort to raise brand awareness [Adweek Online, April 1].

—Brandweek staff report