BJ’s One® Mastercard
Absurdly Simple Savings
THE ASK
Prove to members and non-members alike that BJ’s carries top brands their family loves at low prices.
THE PROBLEM
The BJ’s One® Mastercard was a major revenue driver, but its messaging still focused on features instead of value.
THE INSIGHT
Rewards programs feel complicated, but saving shouldn’t.
THE SOLUTION
Reframe the card not as a financial product, but as the easiest way to get more of whatever you’re already into.
CREATIVE CAMPAIGN5% More of Whatever You’re Into
The BJ’s One® Mastercard was positioned around a single, intuitive truth: 5% back in rewards means you get 5% more of whatever you already love.
Instead of explaining rewards mechanics, the creative brought different member “types” to life: the stockpiler, the gym rat, the pet parent, the birthday-party planner. Each execution showed how the card simply gives you more of your thing, without having to think about it.
