Zellers

With a thoughtful and creative strategy, Zellers made a triumphant return to Canada. The key to the relaunch was a perfect blend of nostalgia and modernity, integrated across all channels—including store design, website, social media, and a curated merchandise line. We focused on a tone of voice, visual library, and photography that connected with both loyal customers and a new generation. A standout moment was the reintroduction of the iconic Zellers food truck. The strategy ultimately led to one of the most successful launches in Hudson’s Bay history, turning Zellers from just a store into a revitalized part of Canadian culture.