Zellers sets Zeddy free

As Zellers nears its extinction, the brand is looking for a new home for its mascot, Zeddy. The bear, which has made appearances at charity, community and shopping events since 1986, is part of Zellers’ latest Facebook campaign, which will see the bear “adopted” by a charitable organization. The campaign kicks off with an online […]

As Zellers nears its extinction, the brand is looking for a new home for its mascot, Zeddy.

The bear, which has made appearances at charity, community and shopping events since 1986, is part of Zellers’ latest Facebook campaign, which will see the bear “adopted” by a charitable organization.

The campaign kicks off with an online video that features Zellers’ familiar “executive managing director” setting Zeddy free in the woods. The executive tells the bear “Zellers is liquidating. Everything must go… That includes you.” Zeddy protests, of course, and the executive has to take a tough-love approach, telling himself to “stay strong,” as he drives away.

A second spot shows Zeddy trying to survive in the great outdoors.

As part of the campaign, Facebook fans can submit their suggestions for a worthy charitable cause. Zellers will give Zeddy – and $5,000 – to the winning charity, which will be chosen when the contest closes at the end of November.

“Zeddy has always worked within the stores and communities we serve as a champion for charity,” said Debbie Ford, senior vice-president, merchandising and marketing at Zellers. “We wanted Zeddy to do another charitable deed… and give Zeddy back to the community one last time.”

In addition to finding Zeddy a new home, the “Everything Must Go” campaign gives fans a chance to win weekly prizes, such as Zellers merchandise and “mystery prizes.” Each winner will also receive a $20 HBC gift card.

The campaign is the third installment of a Facebook campaign that kicked off last November. Created by Toronto agency John St., the campaign takes a humorous approach to the closing of Zellers, which sold the majority of its store leases to Target Corp. early last year.

Audiences were first introduced to the “executive managing director” in “Festive Finale,” which invited consumers to determine its final Christmas campaign—from what coupons Zellers will offer to its in-store music.

In the spring, the HBC-owned retailer asked shoppers to submit their memories of the 80-year-old brand for the chance to have it re-enacted for an online video. Four submissions were chosen and produced as 60-second spots on YouTube and the Zellers Facebook page.

Brands Articles

Future Shop stores closing, some converting to Best Buys

Closure will result in the loss of 500 full-time and 1,000 part-time jobs

CMOs want the “brand” back in branded content

At IAB Engage, marketers for Molson, Kraft, Cara Foods talk branded content strategy

Airbnb signs deal to sponsor 2016 Rio Olympic Games

Online community is the Games' first alternative accommodations sponsor

Grey Canada gets a shot at Tequila Herradura

Brown-Forman brand awards digital CRM and below-the-line duties to WPP shop

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors