Kmart celebrates festive spirit in first campaign since returning to Dentsu Creative
Kmart has launched its first work since returning its creative account to Dentsu Creative in September, highlighting the retailer’s extensive festive range for its 2022 Christmas campaign.
Last month Mumbrella revealed that the agency was reunited with the brand two years after ending its nearly 10 year partnership, moving ahead with DDB as its creative agency of record in June 2020.
The national campaign features a series of TVCs created with Dentsu Creative and directed by Mitch Kennedy at The Producers. Each spot showcases Kmart’s festive range, starting with a high energy Christmas jumper spot featuring people of all ages.
Kmart marketing general manager, Rennie Freer, said: “The overarching campaign message ‘A merry Christmas starts here’ celebrates the breadth of our categories, our famously low prices and how these come together showcased in solutions that are inspiring and easily accessible for our customers.”
Dentsu Creative’s creative director, Trent Hendrick, expanded on the strategy stating: “The joy of Christmas and Kmart go hand in hand for so many Australians. No matter who you are, you can go into a Kmart store and get into the Christmas spirit.”
The integrated campaign will extend across YouTube, large format OOH, catalogues, radio, social media, digital display, PR and instore.
As part of its festive season strategy, Kmart will also release five Christmas catalogues, including a printed ‘Ultimate Toys’ catalogue.
Matching Christmas apparel, toys, Christmas trees, decorations and home décor will also be showcased across Facebook, Instagram, Snapchat, Pinterest and TikTok.
In addition, the retailer will be celebrating its annual Kmart Wishing Tree Appeal, this year in its 35th year in Australia and 29th in New Zealand. The Appeal, which aims to create a brighter Christmas
and future for the most vulnerable in our community will officially launch alongside founding charity partner, The Salvation Army, on Monday 7th November across all stores in Australia and NZ.
Kmart’s community manager, Frankie Swithinbank, said: “Christmas time can be one of the most financially stressful periods for people; however, it is also in the fallout after Christmas that many realise the true impacts of hardship. This year, we are focused on working closely with the Salvation Army in making sure the Appeal assists where and when help is most needed.
“It’s easy to take part in making a difference for someone in need, with so many ways for people to give this year. Whether it’s dropping a new gift, or important essentials such as books, school supplies, socks and
towels in store under the Wishing Tree or making a monetary contribution.”
Credits
Kmart Australia
Rennie Freer – Kmart Marketing General Manager
Natalie Howes – Kmart Head of Brand
Agency: Dentsu Creative
Director: Mitch Kennedy
Production company: The Producers
VFX Post Production: Cutting Edge
Post Production: Manimal
Music: Final Sound
Wellcom – Photography Studio
UM – Media Partner
Behind the scenes every Kmart team member plays an important role to bring Christmas to life for our customers and community, that’s why, a merry Christmas starts here.
Why would you promote a Xmas jumper when it is summer at Xmas.???
User ID not verified.
Have your say