Sears Canada is bringing its new brand positioning to “Make Every Day a Great Day” to its stores across the country this Saturday with its first-ever National Great Day.

The day is being promoted predominantly through a radio campaign, with media by Vizeum and creative from Unitas, targeting its core demo of parents aged 35 to 45, Calvin McDonald, CEO, Sears Canada, tells MiC.

“One of the challenges and a major focus for us is driving up consideration of our brand with customers,” he says. “Driving consideration is all about frequency and consistency of message. Radio allows us to have a consistent platform and voice that customers listen to. Our target demo is driving around, they are going to work, so it is a very successful medium to reach that customer.”

The National Great Day this Saturday will include in-store activations like carollers serenading customers, free gift wrapping and parcel carrying, gift card giveaways and contests for things like free trips and room makeovers, says McDonald. The in-store activation also plays into the heavier emphasis he says the brand will place on events as it moves into the new calendar year.

“When we launched the new brand positioning about four weeks ago we started planning ways how we can bring that to life,” he says. “We wanted to have a national day [and] create a lot of in-store activity that customers can get excited about.”