BJ's Reprises Turkey Freebie with P&G

Jacqueline Barba
Associate Editor, Path to Purchase Institute
Jacqueline Barba profile picture

BJ’s Wholesale Club has brought back its Thanksgiving-themed, bulk-purchase incentive dangling a free Butterball turkey, this year with a few new wrinkles.

From Nov. 5-25, BJ’s members who purchase four qualifying products from Procter & Gamble brands including Swiffer, Tide, Puffs, Cascade, Charmin, Gillette, Olay and Old Spice in a single transaction get a free fresh or frozen Butterball turkey with a print or digital coupon. More than 150 products are eligible, and there is a redemption limit of one per membership.

BJ’s has offered a free turkey in previous years, sometimes with P&G and sometimes as a multi-manufacturer promotion, but this is the first time the offer is valid through curbside pickup, pick up in-club and same-day delivery, in addition to being offered in stores, due to the COVID-19 pandemic.

“Our Thanksgiving feasts may look different this year, but we’re helping our members make them just as memorable with free turkey and unbeatable savings on fresh food and groceries,” said Michael Leary, senior vice president, GMM, perishables, grocery and beverages in a November press release. “Whether shopping in-club or from home, BJ’s members can get everything they need for their favorite Thanksgiving dishes — all at an incredible value.”

In stores, a number of pallet displays stocking participating product (and non-participating product at some locations) are wrapped in account-specific pallet skirts promoting the offer and employing messages such as “buy any four qualifying items and get a free Butterball turkey” and “let’s talk free turkey” near the front of stores. A stanchion sign also supports. Dedicated clings on “poultry” freezers in the back of the club also plug the offer, while directing shoppers to, the dedicated e-commerce page highlighting the promotion and listing eligible product.

Online, a home page display ad and a commanding leaderboard ad within the website’s “Thanksgiving Shop” also supports and links to the dedicated e-commerce page. Multiple social media updates (sponsored and unsponsored) have also linked to the page. Features in the retailer’s latest savings book rounded out support.

In related holiday news, BJ’s CEO Lee Delaney said during the company's third-quarter earnings call that this year the chain began rolling out Black Friday deals earlier in November, offering a seamless experience across all channels and an enhanced focus on relevant categories like furniture, fitness and recreation, small appliances, housewares and consumer electronics. “We have adapted our grocery offerings to account for fewer large gatherings; for example, downsizing our party platters and buying more small turkeys,” Delaney said.

In addition, digitally enabled sales grew by approximately 200% during the quarter (ended Oct. 31) with the biggest gains coming through in-club pickup and same-day delivery sales, which represents three quarters of the growth. “The growth in our digital platforms continues to surpass our expectations,” Delaney said. “In the last nine months, we have grown by more than four times all of last year’s growth.”

NOTE: For the full photo audit for this article, visit Path to Purchase Institute members have access to more than 1,300 photos and 170 articles of marketing and merchandising activity at BJ's, along with a full Retailer Profile outlining the chain’s operations and strategies.