(Continued from page 1) The reactions to the new commercials were “almost unpredictable” during the campaign’s test and since they began airing, Hackbardt said, which gave him confidence that the “One for All” message would reach BJ’s audience without diluting the brand’s positioning. BJ’s has integrated several other elements into the TV campaign in order to track the overall effort’s effectiveness. Both commercials are tagged at the ...

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