Bealls is launching its first national ad campaign, encouraging shoppers to rediscover the idea of a treasure hunt for the holiday season.
Called “For the Haul of It,” the new brand platform is intended to show the fun and excitement of uncovering name brands within the company’s off-price stores. Of course, like any good off-pricer, the brand names are not identified in the ads.
“Bealls has built a loyal following among shoppers who enjoy discovering name brands, unexpected finds and exceptional value,” said Leana Less, senior vice president of marketing. “As we continue to enter new communities across the country, we want to introduce more people to what makes us special. ‘For the Haul of It’ celebrates our guests and the joy they experience when they shop our stores. Whether you’re looking for something for yourself, your kids, your home, a special occasion or your next adventure, there’s a place for you in this campaign and a place for you at Bealls.”
The Bradenton, Fla.-based retailer operates stores under the Bealls, Home Centric and Bealls Florida names and is the fourth largest off-price retailer in the country.
Building brand awareness is a top priority as Bealls Inc. expands its footprint to more than 650 stores across 23 states. The ads feature an eclectic cast of shoppers from multiple generations and the campaign will continue to evolve throughout the year. In November, it will center around “Happy Haul-idays,” which will feature a sing-along inspired by “Jingle Bells,” a twist on the pronunciation of the store’s name, which is pronounced “bells.”
In addition the campaign, Bealls is also introducing a new mobile app that will tackle customer loyalty, acquisition and connection.
“’For the Haul of It’ is designed to make the Bealls brand more visible, more memorable and more relevant,” Less said. “We want more people to see us, recognize us, remember us and ultimately visit us. Marketing creates the reason to come, and our stores create the reason to return.”
