Freedman Gibson & White creatives take a cue from Dilbert in their latest campaign for biggs Hypermarket.”

After seeing a depiction of the hapless cartoon character being hounded to join a grocery store’s frequent-buyers club, a light bulb went off at the Cincinnati shop.

“We thought it could be an interesting idea for a unique and humorous tie-in for bigg’s,” said Tim Gibson, agency partner and creative director.

The shop bought the rights to the comic strip, adding the bigg’s logo and “True minimum price” tag. The resulting execution ran in the Cincinnati Enquirer last month.

Then another bulb went off, and the agency elected to create its own cartoons promoting the retail chain, which sells everything from clothing to electronics. One ad shows a grandmother getting confused and frustrated over “double-coupon day” at the grocery store.

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