Ocean State Job Lot Takes To The Airwaves With New ‘Crazy Deals’ Advertising Campaign

NORTH KINGSTOWN, RI – Ocean State Job Lot, a leading closeout retailer with 110 stores in New England and New York, is launching a “Crazy Deals” themed advertising campaign this holiday season to reach shoppers throughout the region.

Buoyed by the success of its “Crazy Deals” ad campaign launched this past summer, Job Lot’s new campaign is meant to humorously convey the fanatical feeling shoppers get when they make a brag-worthy purchase of an amazing item at an incredibly low price. “Humor resonates well with the fun, adventurous experience of shopping at our store,” states Paul Conforti, who is spearheading the campaign for Ocean State Job Lot. “Our first TV spot features a grandpa who, in an effort to escape wintry weather, stuffs Crazy Deals products he bought at Ocean State Job Lot into his sleeping bag, and announces to his grandson that he’s hibernating until spring.”

Two additional TV spots, coming later this month, feature a husband who discovers his gift-wrapping-crazed wife has wrapped the entire contents of their home, and an evening jogger who illuminates his path by decorating himself in colorful Christmas lights complete with the obligatory orange extension cord. The ads close by featuring an array of products and Crazy Deals available at Ocean State Job Lot.

The multi-channel campaign was created by advertising agency MMB of Boston, and will run throughout November and December. Supported by social and digital media, radio, print circulars, web content and a public relations component, the integrated marketing campaign is the result of primary research which uncovered how Ocean State Job Lot’s passion for the deal and strong desire to save their customers money leads to an “everybody wins” mindset, positioning them as unique in the retail marketplace. “It allows Job Lot to speak with today’s universally budget-savvy consumer in a straightforward but approachable way, which also comes across in the no-frills, great-deals atmosphere at each store,” added Fred Bertino, president of MMB. “During what can be a stressful holiday shopping season, Job Lot’s low prices and fantastic deals on brand name products can help a consumer’s dollar go further – another smart reason to shop at their stores.”

Media planning/buying for the campaign is provided by Norwell, Mass.-based Mediastruction and public relations support is provided by Newberry Public Relations and Marketing of East Providence, R.I.

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