Bigger Budget Backs Big Lots Rebranding Moves

SBC Advertising en-ters the third year of its effort to ease customers into Big Lots closeout stores with a substantially larger budget and the additional task of rebranding established chains under the Big Lots name.

The Westerville, Ohio, shop’s image campaign, which broke last week, backs a multipronged approach to rebranding Big Lots-owned McFrugal’s and Odd Lots as Big Lots. The Columbus, Ohio-based chain is putting $27 million behind its effort, well more than double its marketing outlay of previous years.

Three new spots in the image work, which brings back actor Jerry Van Dyke for his third year as company pitchman, will run in established markets.