BJ's Sweetens P&G Purchases

Jacqueline Barba
Associate Editor, Path to Purchase Institute
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In addition to the slew of usual retailer tie-ins Procter & Gamble received in conjunction with its latest brandSaver FSI event, the manufacturer amplified its presence at BJ’s Wholesale Club with a bulk-purchase incentive grounded in strong in-store support.

The offer dangles a $25 store gift card for BJ's members who purchase $100 worth of participating items from brands including Pampers, Tide, Bounty, Pantene, Gillette and Align in a single transaction made in stores or online between Feb. 20 and March 11. 

In at least some stores, participating brands are grouped together. The items receive prime merchandising space near the center of stores on pallet displays outfitted in commanding red skirts — part of an account-specific signage package — plugging the offer. The skirts additionally direct shoppers to a dedicated microsite ( where participants submit qualifying receipts and redeem the gift card.

Similar red signs including pole-toppers also plug the incentive throughout stores, as do front-page and interior features in the retailer's “Big Savings” booklet distributed in stores. P&G brands including Crest, Gillette and Gillette Venus also receive significant space for shelf trays on an endcap shared with a couple competing brands from rival Edgewell Personal Care.

On, a red home page display ad invites shoppers to “earn a $25 BJ’s gift card” and directs users to a dedicated e-commerce shop corralling P&G products as well as depicting the three-steps it takes to earn the BJ’s gift card at the top.

During the promotional period, BJ’s is also offering a number of discounts and digital coupons for various P&G products, such as $4 off one Gillette Venus women's razor with refills and $3 off one Vicks or ZzzQuil item.

WPP's Cincinnati- based agency pep (formerly pep promotions) project managed this promotion for P&G and enlisted Toronto-based Snipp Interactive for receipt validation, microsite management, fulfillment, and customer service.

Warehouse club rival Sam’s Club is tying in to P&G's latest brandSaver FSI event by offering members up to $37 in instant savings on a slew of P&G products from brands including Downy, Pampers, Olay, Head & Shoulders and Gillette, just to name a few, through March 22.