Real love from real members.

What started as a regional campaign to highlight the reopening of the Grapevine, Texas Sam’s Club, which had been closed after being severely damaged by a tornado, quickly turned into something much more meaningful. We invited real members to share what Sam’s Club meant to them, their families, and the community. It became clear they didn’t just call it “Sam’s Club.” They called it “my club.” That sense of membership and pride ran deep and it truly was “their club.”

The campaign exceeded expectations, resulting in 13.1k new memberships, 192 million impressions, and a 92% increase in Scan & Go checkout adoption. It was also reworked to run nationally across high-impact broadcast and social channels, and now serves as the foundation for all 30+ new or remodeled clubs planned over the next seven years.