Retailer Can’t Fight the Feeling

BOSTON Connelly Partners has introduced a TV and radio campaign for B.J. Wholesale Club designed to reinforce the value of a B.J.’s membership during the holiday season.

Tagged “Where values come to life,” the work uses REO Speedwagon’s classic rock staple “Can’t Fight This Feeling” and shows B.J.’s shoppers finding great buys at the store.

“This campaign celebrates that moment of euphoria a B.J.’s member has when they discover another great price on a great product,” said Steve Connelly, president and chief creative at the independent agency here. “The song was chosen because it’s a classic, over-the-top love ballad that, like all things in this life, has run its cycle from being wildly popular to not so cool and back to pleasant nostalgia.”

Two 30-second commercials and several 10-second TV spots, along with numerous radio executions, will air up and down the East Coast.

Headquartered in Natick, Mass., B.J.’s operates more than 250 warehouse and gas station locations in 16 states.

The client spends $3-5 million annually on ads, according to Nielsen Monitor-Plus.

—Adweek staff report