Ocean State Job Lot Takes to the Airwaves with New "Crazy Deals" Advertising Campaign

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TV and radio ads airing regionally during holiday retail season.

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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About Ocean State Job Lot:
Founded in 1977, Ocean State Job Lot is a growing, privately held retail chain with 110 stores in New England and New York, approximately 4,000 employees, and annual sales exceeding $540 million. Job Lot sells brand name, first quality merchandise at closeout prices. Shoppers find an ever-changing array of household goods, apparel, pet supplies, seasonal products (holiday, gardening, pool supply, outdoor), and kitchen pantry staples at a fraction of their typical price. The Ocean State Job Lot Charitable Foundation has a long history of philanthropic leadership, placing emphasis on local food banks in communities where Job Lot operates stores. The Foundation also supports medical and educational institutions, disaster relief efforts, the performing arts, our military service men and women, and special needs and foster children. Ocean State Job Lot is headquartered at 375 Commerce Park Road in the Quonset Point Business Park, North Kingstown, RI 02852. Phone: (401) 295-2672; Web: http://www.osjl.com

About MMB:
Based in Boston, independent agency MMB was formed in 2001 and has grown into one of the country’s most respected agencies, known for its integrated creative and uncommon commitment to generating results for its clients. Led by founding partners Fred Bertino and Jamie Mambro, the team at MMB has won many industry awards ranging from Grand Effies to Cannes Lions, Grand Clios, the Gold One Show and Emmys.

MMB clients include Subway Restaurants, FGX International Inc., Auto Europe, ESPN, Boston Children’s Hospital, Carrabba’s Italian Grille, Guggenheim and Gulf States Toyota, among others. As the award-winning agency of record for Subway Restaurants, MMB has helped the brand surge from the No. 5 to the No. 2 quick-service restaurant and was named the No. 1 “Most Social” QSR restaurant brand by Nation’s Restaurant News. For more information, visit http://www.mmb580.com.

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Paul Conforti
Ocean State Job Lot
401-295-2672 Ext: 2680
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Betty Galligan, APR
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