ZELLERS BRINGS MARTHA STEWART TO QUEBEC
By Adnews Staff
Zellers Inc. of Brampton and Martha Stewart Living Omnimedia have announced the launch of the Spring and Summer 1999 line of Martha Stewart Everday Home. The launch of the Spring and Summer line includes the introduction of the brand to the Quebec market. To support the Quebec launch, a special eight-page circular, television commercials and a month-long newspaper and outdoor billboard advertising campaign will be used to promote the line at Zellers' 63 stores in Quebec. The television commercials were created by Working Class of New York and adapted for the Quebec market by Zeller's advertising agency Ogilvy & Mather Advertising of Toronto. The circular, newspaper and billboard advertising were created by Martha Stewart Living Omnimedia and adapted for the Quebec market by Zellers in-house. The Martha Stewart Everyday Garden, a collection of outdoor furniture for the home and garden, is being test marketed at Zellers stores in Calgary and British Columbia.
The retailer has also launched a new commercial for its Truly brand. The line was introduced to stores in February offering private brand products at "Everyday Value Pricing". The new commercial, called "Mashed Potatoes", was created by Ogilvy & Mather Advertising of Toronto and promotes the Truly Power brand of premium alkaline batteries. The commercial was designed to show the strength of the batteries. The commercial features a family serving dinner using battery operated toys. A division of the Hudson's Bay Company, Zellers has over 300 stores across Canada. PR for Zellers is handled by hoffman + company inc. of Toronto.