Kmart is set to release a new campaign featuring its new brand song, global hit ‘Levels’ by Avicii, this Sunday 28 August 2022.
The campaign aims to capture the new look and feel of Kmart, and will release on a national scale across radio, outdoor, broadcast and social.
From Sunday, Kmart shoppers 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 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 continues to be a strong brand with a sustainable low-price position and hold market-leading scale as both a retailer and 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.
Across all business touch points, Kmart is reinforcing these values and is celebrating the ways its products bring joy 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 the joy of those that make Kmart so special and those that 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.”
