ZELLERS GIVES STORES A BIG AD AND PROMOTION PUSH
By Adnews Staff
Zellers Inc. of Brampton, Ont. began a major marketing push earlier this month. The retailer launched a new promotion on Aug. 12, giving away 1999 Chrysler minivans. The company will give away 124 vans during the five-week promotion. Called, A Van Would Be Good Contest, customers must be Club Z members in order to participate. To enter, customers must have their card swiped by a cashier. One entry per day per person is the limit. The promotion is being supported using a TV ad, in-store materials and Zellers' weekly flyer. The TV ad was created by Ogilvy & Mather of Toronto, while the in-store materials and flyer were created in-house.
Separately, Zellers introduced a line of casualwear for men, women, boys and girls. The line is being marketed under the Cherokee name and is being promoted using TV ads and flyers. The TV ads were created by O&M, while the flyers were handled in-house.
Zellers has also launched five other TV commercials to promote the new look of the Zellers stores and Zellers everyday low prices. The ads were created by O&M.
Zellers' parent company, Hudson's Bay Co., bought Kmart Canada six months ago. Since then, Zellers has begun renovating all of its stores to make them brighter and more customer focused. Over 60 former Kmart stores have been converted to Zellers outlets. The stores have wider isles, less intrusive fixtures, new signs and decor.
In addition, Zellers has opened a chain of smaller discount stores called Best Value. Two outlets are now open in the Toronto area and five more are expected to open in October.