BJ's Wholesale Club is staging an "In Full Spring" campaign to mark the change of seasons.The campaign kicked off with an ad in a Feb. 26 email blast that linked to a seasonal microsite on bjs.com offering digital versions of an "Outdoor Living" catalog and an Easter-themed circular. The latter four-page tab used the In Full Spring theme to promote food SKUs from private labels Wellsley Farms and Earth's Pride along with Dole Foods' Fresh Express, General Mills' Green Giant, and the flagship brands of Lindt & Sprungli, Jelly Belly Candy Co., Smithfield Foods, Del Monte Corp. and White Toque Inc.The microsite also hosts cooking videos (see below) and recipes spotlighting private labels Rozzano, Berkley & Jensen and Wellsley Farms, along with brands including Unilever's Hellmann's, PepsiCo's Tropicana, Dr Pepper Snapple Group's Mott's, ACH Food Companies' Spice Island and the flagships of Sargento Foods and Perdue Farms.Meanwhile, a "Happy Easter" section of the microsite provides brand-agnostic craft ideas and links to an "Easter Crafts" Pinterest board of art projects sourced from mommy blogs. Facebook updates also linked to the board.Spring cleaning also earns a dedicated area of the microsite that showcases items from Berkley & Jensen, Procter & Gamble's Mr. Clean and Swiffer, 3M's Scotch-Brite and Method Products' flagship brand. Banner and display ads on the bjs.com home page link to the microsite.In other seasonal activity, an in-club flyer carries a coupon delivering $12 off a Smithfield bone-in spiral ham with purchase of four "holiday favorites" from either Mills' Betty Crocker, Green Giant or Pillsbury; Kellogg Co.'s Keebler; Unilever's Wish-Bone; or the flagship brands of Land O'Lakes Inc. or Dole Foods. The coupon is valid from March 3 to April 5. (The Christian Easter holiday falls on March 31 this year.)In stores, seasonally themed displays from Hershey Co. and other manufacturers began appearing in late February.