Zellers

With a thoughtful and creative strategy, Zellers made a comeback in Canada. The key to the relaunch was a balanced blend of nostalgia and modernity, across all channels including store design, website, social and a curated merchandise line. Focusing on a tone of voice, visual library and photography bank that connected with our previous customers as well as our new ones. A favourite was the reintroduction of the iconic Zellers food truck. In the end, the strategy had one of the most successful launches in Hudson’s Bay history, making it not just a store but a rekindled part of Canadian culture.