Remember how, at grandma’s request, you used to pick your holiday gifts from a catalogue? Well, Sears Canada is cleverly evoking those memories in a future episode of Corner Gas.

In a deal brokered by Toronto-based media agency Mediaedge:cia, the Sears Wish Book catalogue is being written into the script as characters will reminisce about ordering items from the book as children. A campaign to promote the episode, tentatively scheduled for a Dec. 12 airing, will launch the first week of December.

‘We did some proprietary research into product placement and looked at [factors such as] does it impact awareness and purchase intent?’ explains Bruce Neve, VP/MD at Mediaedge:cia. Based on findings of that research, the agency then looked for a property with the same core values as Sears – ‘accessible, friendly, popular but not trendy. So we came up with Corner Gas because it’s Canadian and it appeals to everyone.’

Marc Gavreau, national manager of media services at Toronto-based Sears, says the goal is increased awareness for the Wish Book.