ZELLERS BREAKS BETTER AND BETTER ADVERTISING
By Adnews Staff
A new advertising campaign for Brampton, ON-based retailer Zellers breaks on Monday. "We want to reinforce our current customer's perceptions and tell our less frequent customers about all the good things that have been happening at Zellers," said David Strickland, senior vice-president of marketing. The national "Better and Better" campaign is the first work by Leo Burnett and Riddochdickinson, both of Toronto, since Zellers awarded the two agencies its advertising account in November. Overall strategy for the campaign was done by Riddochdickinson while Leo Burnett handled creative execution. In addition to conducting focus group as part of its research for the campaign, Zellers also talked with a group of 140 mothers it calls its "Mom Panel." Television advertising will depict scenarios that illustrate the challenges mothers face and show how Zellers can help. The first spot in the campaign will promote Zellers' Every Day Low Price strategy. The media buy also includes print advertising in magazines and a radio campaign. Public relations are being handled by Harbinger of Toronto.