Sam's Club is shifting its $15 million ad budget from GSD&M, an Omnicom Group shop in Austin, to Strawberry Frog, a small creative shop based in New York, reports AdWeek.
"As we look to reinvigorate our brand and look to build on some of our heritage, we felt we wanted a very creative agency that would help us ignite the brand and create a movement," said Mark Goodman, EVP of marketing, membership, and e-commerce for Sam's Club.
StrawberryFrog's first Sam's Club effort shows the joy of shopping, encouraging viewers to "take home the joy" in a national push touting the warehouse chain's new relationship with MasterCard.
The campaign includes TV, print, radio, online and direct mail components. It centers on the Arkansas-based retailer's customers and their Sam's Club shopping finds. One 30-second commercial features people gleefully posing with their recent Sam's Club purchases, like a hot dog rotisserie grill and a giant inflatable snow globe.
