National close-out retailer Big Lots is out with its first campaign from new agency Tombras timed to Memorial Day.

The campaign stars actress/author (and real life Big Lots enthusiast) Retta (NBC’s Good Girls and Parks and Recreation).

The campaign is based on research that found that the Big Lots customer loves to “live big” at home – including big holiday celebrations and outfitting their homes with high-quality, on-trend furniture and décor that has exceptional value. Big Lots trademarked the term ‘BIGionaire’ to describe their customers, who tend to be loyal and value conscious.

The work will run across TV, Radio, Digital, Social, and YouTube. Future work is expected to launch around the July 4th and Labor Day holidays.