BrandsRetta takes Big Lots to a new level in ‘BIGionaire’ campaign

Tombras and Society agencies contribute to breakthrough ad campaign for discount retailer.

National neighborhood discount retailer, Big Lots, released a new, brand campaign, “Be A BIGionaire,” inviting savvy shoppers to feel like a million bucks when they hunt for the best deals at their neighborhood Big Lots. The campaign features actor, author and producer Retta who is best known for her roles in NBC series’ “Good Girls” and “Parks and Recreation.” The first “Be A BIGionaire” brand campaign television spots launched in select markets on April 24 and are now rolling out nationally ahead of the retailer’s annual Memorial Day sale.

Big Lots created the “Be A BIGionaire,” campaign after conducting extensive consumer research including why they shop Big Lots over the competition and why they think Big Lots is special. According to Big Lots research, customers “love[s] to live big at home – including celebrating every holiday to the extreme and outfitting their home with high-quality, on-trend furniture and décor that has exceptional value.”

“Our customer is an ‘all-American superwoman’ providing for her family and stretching every dollar.  In developing the ‘Be A BIGionaire’ campaign, our goal was to create a culturally relevant, disruptive campaign that introduces Big Lots to so many consumers out there that haven’t yet discovered us,” said Joice Wirkus, senior vice president, marketing at Big Lots. “‘Be A BIGionaire’ is about putting a name to the unique and altogether fun shopping experience and personality of Big Lots where our savvy customers shop us first because they know they’ll get the best deals for their home. We’re creating a community of these bargain hunters and treasure seekers, one that everyone is invited to join, and there’s no better person to help us kick-off this movement than the incomparable Retta.”

The new campaign comes to life through a series of spots featuring Retta across local and national television, radio, digital, video, mobile and social channels. Spots show Retta enjoying the BIGionaire lifestyle at Big Lots, from lounging in a Broyhill recliner, filling her cart with buy-one-get-one (BOGO) blankets and throws, and even having a rather repetitive, but oh-so engaging, conversation with a talking toucan. The series of spots also includes scenes of Retta at home, which is furnished to the max with home décor and more from Big Lots.

“Years ago I hosted my first holiday party in my tiny, Los Angeles studio apartment. My holiday spirit was enough to fill the small space, but you can’t serve Christmas cookies on holiday spirit. I went to my neighborhood Big Lots where I was able to find everything from serving platters to festive décor, and I’ve been shopping there ever since,” said Retta. “I like to shop and I like to save money. Thankfully, Big Lots has allowed me to do both. I’ve been living the BIGionaire lifestyle for years and now the secret is out. I encourage others to try it.”

The “Be A BIGionaire,” campaign showcases the pride Big Lots shoppers experience when they show off their latest bargain finds and treasures.


The campaign creative was developed jointly by Big Lots and creative agency Tombras. The spots were directed by Rachel Lee Goldenberg and produced in partnership with Society.

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