Wright value

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The Link Agency is launching its first campaign for A.J. Wright stores. The push features low-budget, documentary-style spots.

A Mother’s Day commercial set to break this week shows customers shopping for mom in an A.J. Wright store. Shoppers exclaim, “My mom’s gonna love this!” and “It’s going to be a great Mother’s Day!” The tagline is, “A whole lot more for a whole lot less, every day.”

The target audience is, “people who pride themselves on value,” according to Tracy LeRoux, CEO and creative director of Link in Providence, R.I.

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