Sears focuses on ‘The Essentials’

The retailer is extending its "Make Every Day a Great Day" branding with a TV and online campaign that highlights its product heroes.

Sears Canada launched “The Essentials,” the latest campaign in its “Make Every Day a Great Day” rebranding, earlier this week.

With creative by the Unitas Reputation Agency and media by Vizeum, the campaign targets young families, and highlights Sears’ “product heroes” in key categories (like men’s suits and bedding) that Sears wants to connect with consumers around.

It relies on TV spots on conventional and specialty channels, including CBC, CTV, W Network and HGTV, and digital pre-roll that will run across CTV-owned digital properties.

The first phase focuses on women’s dresses. The light-hearted creative follows a woman, who after being told she must live without her favourite Sears dress for a week, decides she’d rather wear a burlap sack instead.

John Rocco, VP of retail marketing, Sears Canada, says that TV and digital presented Sears with the best opportunity to engage with families in their living rooms and drive consideration of the brand and its products.

He says this approach is new for Sears, as the company typically supports all of its campaigns with radio and its flyer.

He adds that the campaign extends the “Make Every Day a Great Day” rebrand, because it focuses on connecting Sears’ products to the moments where people find happiness, and uses humour to continue the brand’s positive-themed messaging.

Rocco says that the campaign also targets a slightly younger audience for the brand. He adds that it was important for Sears reach out to this new demographic, which it had lost relevance with by failing to focus its efforts on attracting newer customers.

“The Essentials” campaign is an ongoing initiative that will focus on different product categories on a seasonal and situational basis. A new spot that highlights men’s suits will roll out closer to Father’s Day.