Wholesale Club is Canada’s leading self-service wholesaler. Their purpose is to provide quality products at great value for it’s members – focusing on small business owners, primarily of Foodservice establishments like restaurants, caterers, bakeries, etc.
Wholesale Club has 58 locations across Canada. Each location has a collection of products that is the same across all stores, and a collection of products that are unique to the area.
Each summer Wholesale Club runs an 18-week sale called Summer Sizzle. This B2B outreach program targets small business owners to drive awareness and trial of the Wholesale Club stores.
Our task was to overhaul this annual program, including a new name, theme, and a new look to convince vendors to buy in and consumers to participate. We created a new look for Wholesale Club’s annual summer promotion more attention-grabbing, appealing and robust.
Project
Wholesale Club Summer Makeover
Client
Loblaws
What I Did
Re-branded & Lead Design, Creative Rollout
Rebranding Wholesale Clubs
Largest Sale of the Year
As Wholesale Club’s largest yearly sale (18 weeks total, split into two waves), it was important to not only create engaging creative that would stand-out within their packed stores, as well as push sales growth through foot traffic and online traffic.
We also created promotional tactics and incentives for customers and vendors who participate in the program.
Start with a summer makeover
Originally called “Summer Sizzle”, we started the process with brainstorming new program names. We wanted to capture a few key factors not only in the name, but also in the look: something that was short and sweet, to allude to the “hot savings” storewide, and something that relates to the time of the sales event (summer).
In-Store Promotion
We completed an 18 week Summer promotion in key areas of the store as well as leveraging some online presence. These in-store areas included shopper hot spots, and the front of the store, accompanied by branded uniforms staff would wear during the promotion.
Logo Creation & Branding
A complete overall of the program, starting with a brand new name and logo development. We continued with a cohesive branded look that would echo throughout the whole program.
Tactics & Strategy Driven
We also outlined an overall ecosystem for the program, including: levels of vendor participation and what they receive, tactics for in-store presence/promotion deals and tactics for online promotion.