Kmart Australia launches new campaign; highlights brand commitment
Kmart Australia has launched a new brand campaign, highlighting brand commitments and products.
The announcement:
Kmart Australia will be proudly launching its new brand celebration campaign this Sunday 28th August 2022 which will shine a spotlight on its in-house designed, low-price products that are famously loved by Australians and New Zealanders. Within the launch we will see the release of its new brand song featuring the global hit ‘Levels’ by Avicii; reaffirming the energy, vibrancy and joy the retailer will continue to deliver to its community.
The brand celebration is set to reinvigorate and call out the retailers’ commitments across all touchpoints. This includes its great quality products, those ‘surprise and delight’ prices that spark joy in so many people’s lives, its loyal customers, and the true heartbeat of its business; the Kmart teams that operate across the globe.
From Sunday, Kmart-lovers may notice a little more of the retailer in their world as the campaign will establish an ‘always on approach’, with a national takeover on The Block on Channel 9 and following on with programming across Have You Been Paying Attention, My Kitchen Rules and The Amazing Race. The takeover will allow Kmart to cut through the noise with its bold and joyful new look whilst also showcasing hero products at phenomenal prices from $8 and under.
Kmart’s chief customer officer, Lil Velis, explained: “We’re one of Australia’s most loved brands and we’re proud of who we are, what we do and what’s to come. There is nothing better than going into one of our stores or shopping online to discover your favourite items at our everyday low prices. We know it’s more important than ever to give Australian and New Zealanders access to products that won’t break the bank, and we’re incredibly proud to continue to deliver on this commitment every day.”
Kmart will continue being committed on delivering a sustainable low-price position, holding market-leading scale as both a retailer and in-house design product developer. This allows Kmart to continually pass on incredible savings to its customers and reinforce its brand purpose of making everyday living brighter for its customers. This is a key element within the brand celebration campaign, as it allows Kmart to reflect on what it is famous for and shines a spotlight on what its customers love – and that at its core, is great products.
Across all business touch points, Kmart is reinforcing these values and is celebrating the ways its products bring happiness into the lives of others. This extends to its team members right across the country – whether it be a team member in store, distribution centres or sourcing teams overseas, they are the core of the business. Kmart ultimately wants to better reflect those that make Kmart so special and play a pivotal role to the brand’s journey.
Kmart’s head of marketing, Rennie Freer added: “We’re truly proud of this brand evolution, one that will feel familiar to our customers and team. A celebration of our amazing products at incredible prices, all wrapped up in the joy that is Kmart. One of the key elements we wanted to establish upon launching, was when the new brand song started, our community would turn their heads to the TV and instantly know it was us – something so catchy and one that beautifully reflects what we stand for. It has always been part of our brand DNA to weave in music as it brings connection and meaning to all that we do.”
Source: iD Collective
