Sam’s Club is recognizing its heroes during the Coronavirus pandemic.
The brand rarely partakes in primetime advertising but is making an exception with its new 60-second spot called “Thank You, All” dedicated to those working during the Coronavirus pandemic. The ad shows Sam’s Club workers, “the retail heroes across America”, stocking shelves, disinfecting carts, and loading shopping orders into cars. Sam’s Club stores have remained open, helping the brand maintain loyalty with its customers according to a Gartner report. Footage for the ad was recently shot at various Sam’s Clubs stores, giving an accurate portrayal of the work done by the employees. The ad originally debuted on TV, but has extended to social media and online video, where the company CEO has included a thank you note to workers.
Sam’s Club’s return to video advertising comes during a turbulent time—but polls have shown consumers want to know what brands are doing in response to the Coronavirus, so it makes sense that the megastore would release a relevant ad. Since its debut in late March, the ad has been ranked by consumers as one of the most likable brand ads created during the pandemic, with fans particularly touched that Sam’s Club is publicly celebrating the hard work of its employees.
Sam’s Club is putting a video to its words and thanking employees for their hard work during the pandemic. The ad could resonate with consumers looking for supportive brand messaging and remind them of the sacrifices grocery employees are making during this time.