ZELLERS PROMOTES PRIVATE LABEL BRAND
By Adnews Staff
Zellers Inc. of Brampton, ON is promoting its Request private label brand with a new television commercial. The spot was created by Leo Burnett of Toronto as part of the retailer's back to school advertising campaign which began yesterday. Specifically aimed at teens and tweens while indirectly targeting their parents, the ad depicts a group of kids wearing Request clothing on a carnival ride. Three additional ads have also been produced. Two of these promote Zellers' Kidsdurable policy, by which children's clothing can be replaced if they ruin it before they outgrow it. The third spot, which is tied to the back to school season, shows a parent taking a child to school for the first time. The campaign also includes an interactive change room at <http://www.zellers.com/request> and a "New Clothes" fashion insert. The interactive change room allows teens and tweens to select clothes online before going to the store and allows parents to see the cost and look of the clothes their children have selected. The site also allows users to email their clothing selections to friends. The 28-page "New Clothes" fashion insert is being distributed in magazines including Chatelaine, Today's Parent, Canadian Living and Coup de Pouce. Public relations for Zellers are handled by Harbinger of Toronto.