BJ’s Wholesale Club - Cake Boss Launch

BJ’s Wholesale Club - Cake Boss Launch

To launch BJ’s Wholesale Club’s strategic alliance with celebrity chef Buddy Valastro, TLC’s Cake Boss, Tilson PR executed a VIP press and member launch event, supported by national media pitching and targeted media drops, to build buzz for BJ’s, showcasing the innovation and value that sets BJ’s Wholesale Club apart from the competition.

Challenge
Showcase BJ’s Wholesale Club’s strategic alliance with the Cake Boss to generate national media attention and position the retailer as a shopping destination with top-quality, brand name merchandise and products.

Strategy
Leverage Buddy Valastro’s (Cake Boss) personality and celebrity credentials to showcase BJ’s value position as the club with the best tasting, most innovative food offerings.

Execution
BJ’s Wholesale Club teamed up with Dawn Foods, TLC and the Cake Boss, Buddy Valastro, to roll out a new line of Cake Boss Cakes available at all 195 BJ’s clubs in the 15 states where clubs are located. Launching in clubs chain wide, Buddy created two cakes to be sold at all BJ’s locations:

  • “It’s Da Bomb!” a luscious chocolate cake and creamy caramel filling, then drizzled with caramel and Belgium chocolate ganache.
  • The “Bada Bloom” cake, a moist yellow and velvety chocolate cake layers married by an indulgent layer of fudge filling and butter cream frosting.

Tilson worked with Buddy and BJ’s Wholesale Club to unveil the cakes in Buddy’s own backyard, tying in his New Jersey-based bakery to an official cake cutting at a local BJ’s for media and local members. Tilson conducted media outreach efforts in all BJ’s markets including pitching, product drops/sampling, radio giveaways and blogger tastings.

The agency also hand-delivered the cakes to nationally syndicated radio morning shows, where personalities sampled them on-air and raved about the taste and flavors.

Results

  • Significant media placements include the South Florida Sun-Sentinel, Orlando Sentinel, NJ.com, Paramus Post, Boston Herald, The Florida Times Union, and the country’s top national radio program, Z100’s Elvis Duran and the Morning Show.
     


 

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