COLUMBUS, Ohio, May 24, 2021 /PRNewswire/ -- Big Lots, Inc.
(NYSE: BIG), a national neighborhood discount retailer, today
announced a new, breakthrough brand campaign – "Be A BIGionaire" –
that invites savvy shoppers to feel like a million bucks when they
hunt for the best deals at their neighborhood Big Lots. Featuring
Retta – actor, author and producer best known for her role in the
NBC series "Good Girls" and "Parks and Recreation" – the first "Be
A BIGionaire" brand campaign television spots launched in select
markets on April 24 and will be
rolled out nationally ahead of the annual Memorial Day sale at Big
Lots.
Big Lots created the "Be A BIGionaire" campaign after conducting
extensive research about our consumer, why they shop us over the
competition and why they think we are special. The research found
that the Big Lots customer loves to live big at home – including
celebrating every holiday to the extreme and outfitting their home
with high-quality, on-trend furniture and décor that has
exceptional value. Put simply, she loves the thrill of the hunt and
finding those treasures and deals at Big Lots every day.
"Our customer is an 'all-American superwoman' providing for her
family and stretching every dollar. In developing
the "Be A BIGionaire" campaign, our goal was to create a
culturally relevant, disruptive campaign that introduces Big Lots
to so many consumers out there that haven't yet discovered us,"
said Joice Wirkus, SVP, Marketing at
Big Lots. "'Be A BIGionaire' is about putting a name to the unique
and altogether fun shopping experience and personality of Big Lots
where our savvy customers shop us first because they know
they'll get the best deals for their home. We're creating a
community of these bargain hunters and treasure seekers, one that
everyone is invited to join, and there's no better person to help
us kick-off this movement than the incomparable Retta."
The new campaign will come to life through a series of spots
featuring Retta that will be deployed across local and national
television, radio, digital, video, mobile and social channels. Each
spot features Retta enjoying the BIGionaire lifestyle at Big Lots –
lounging in a Broyhill recliner, filling her cart with
buy-one-get-one (BOGO) blankets and throws, and even having a
rather repetitive, but oh-so engaging, conversation with a talking
toucan. The series of spots also includes scenes of Retta at home,
which is furnished to the max with home décor and more from Big
Lots – from an over-the-top master bedroom featuring everything
coastal to an outdoor living space decked out in the latest and
greatest home, lawn and garden furnishings.
"Years ago I hosted my first holiday party in my tiny,
Los Angeles studio apartment. My
holiday spirit was enough to fill the small space, but you can't
serve Christmas cookies on holiday spirit. I went to my
neighborhood Big Lots where I was able to find everything from
serving platters to festive décor, and I've been shopping there
ever since," said Retta. "I like to shop and I like to save money.
Thankfully, Big Lots has allowed me to do both. I've been living
the BIGionaire lifestyle for years and now the secret is out. I
encourage others to try it."
The "Be A BIGionaire" campaign showcases the pride Big Lots
shoppers experience when they show off their latest bargain finds
and treasures. From daily deals to seasonal décor finds, and
everyday home essentials from national brands like Broyhill, Sealy,
Tide, Starbucks and Swiffer, Big Lots is celebrating its community
of stylish shoppers who believe they can Live BIG, Save LOTS and
uncover unique products at exceptional values that won't break the
bank.
The campaign creative was developed jointly by Big Lots and
creative agency Tombras. The spots were directed by Rachel Lee Goldenberg and produced in
partnership with Society.
For more information about Big Lots and its product selection,
or to find your nearest store, please visit www.biglots.com.
About Big Lots
Headquartered in Columbus, Ohio, Big Lots, Inc. (NYSE: BIG) is
a neighborhood discount retailer operating 1,414 stores in 47
states, as well as a best-in-class ecommerce platform with expanded
capabilities via BOPIS, curbside pickup, Instacart and Big Lots NOW
with same day delivery. The company's product assortment is focused
on home essentials: Furniture, Seasonal, Soft Home, Food,
Consumables and Hard Home. Ranked #1 on
Total Retail's 2020 Top 100
Omnichannel Retailers list, Big Lots' mission is to help
people Live BIG and Save Lots. The company strives to be the BIG
difference for a better life by delivering unmatched value to
customers through the ultimate treasure hunt shopping experience,
being a "best place to work" culture for associates, rewarding
shareholders with consistent growth and top-tier returns, and doing
good in local communities. For more information about the company,
visit www.biglots.com.
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SOURCE Big Lots, Inc.