Grant it, getting a bargain may not feel the quite same as winning the lottery and the retirement of your dreams, but it’s still a win.
So goes the pitch in a new BWS campaign spot ‘A win’s a win’ via M&C Saatchi, which highlights that while times are tough on consumers, you can always feel like you are winning with BWS.
The cheeky spot sees BWS staff go above and beyond to celebrate everyday deals.
“We know our MILZ customers are starting to get sick of brands promising the world and letting them down, so we wanted to celebrate value in a more refreshing and even self-effacing way,” said BWS head of marketing, trade and in-store Sarah Chegwidden.
“The ‘A Win’s A Win’ value platform is really honest about how getting a deal at BWS feels. It’s not the lottery, but it’s a little win. And even little wins can feel pretty great.”
M&C Saatchi creative director, Brendan Donnelly, added: “There’s a lot of puffery in advertising that over exaggerates products and offers, and consumers see straight through it. But take an insight and puff it up with a light show, ticker-tape and pumping music then the truth about saving a few bucks can momentarily feel pretty bloody good.
General Manager: Josie Brown
Head of Marketing: Sarah Chegwidden
Campaign Lead: Nat Liddell
Marketing Coordinator: Millie Dyer
Senior Integrated Media Manager: Kate Patterson
Chief Creative Officer: Cam Blackley
Creative Director: Brendan Donnelly
Art Director: Tameem Hassan
Copywriter: Jason Leigh
Group Account Director: Melissa Scott
Marcelo Palmeira: Senior Account Manager
Head of Strategy: Nick Jacobs
Strategist: Amy Grant
Head of Broadcast: Loren August
The Hooligan Collective
Director: Dylan Harris
Producer: Ashley McLeod
Client Director: Alessandro Vari
Client Manager: Emily Dupesovska
Client Executive: Jo Tan