Bealls launches debut national ad campaign
Off-price retailer Bealls is gearing up for the holiday season with its debut national brand campaign – and a new mobile app.
The Florida-based chain has released its new integrated marketing campaign, "For the Haul of It," which it says is designed to introduce more shoppers to the retailer. Featuring an “energetic cast” of shoppers representing multiple generations and shopping styles, the campaign introduces a collection of "haul personalities" inspired by the many ways guests approach the treasure hunt shopping experience, including “deal seekers,” “strategic planners,” “fashion lovers” and “family shoppers.”
In November, Bealls will evolve the campaign with the introduction of "Happy Haul-idays," a holiday extension of the campaign that highlights “seasonal energy.”
"Bealls has built a loyal following among shoppers who enjoy discovering name brands, unexpected finds and exceptional value," said Leana Less, senior VP of marketing at Bealls. "As we continue to enter new communities across the country, we want to introduce more people to what makes us special. 'For the Haul of It' celebrates our guests and the joy they experience when they shop our stores.”
The November holiday campaign will coincide with activation of a new Bealls mobile app. According to the retailer, the app is intended to help create a more connected shopping experience for the omnichannel guest, while also supporting broader business objectives around loyalty, guest acquisition and lifetime value.
"'For the Haul of It' is designed to make the Bealls brand more visible, more memorable and more relevant," Less said. "We want more people to see us, recognize us, remember us and ultimately visit us. Marketing creates the reason to come, and our stores create the reason to return."
[READ MORE: Bealls plots 2026/2027 store expansion — here’s where]
Founded in 1915, Bealls Inc. operates more than 650 stores in 23 states under the names Bealls, Bealls Florida and Home Centric.
