Soon-to-close retail chain Zellers has begun a Facebook promotion called "Adopt Zeddy." The promotion takes the form of a search to find someone to adopt the chain's mascot character. The Facebook page contains a video called "Born Free" that depicts the executive managing director of Zellers driving Zeddy into the woods to release him. A second video depicts Zeddy attempting to survive in the woods and invites consumers to submit a description of why they should be the one to adopt the character. "It felt like a fitting finale for the brand," said Angus Tucker, co-creative director at John St. Advertising, developer of the campaign. "Zellers has embraced and engaged their online community like no other brand in the past year and giving their fans a chance to own a part of the brand's history is amazing." Zellers is owned by Hudson's Bay Company.