WHAT DO YOU DO IF YOUR BRAND’S NAME GENERATES NEGATIVE SENTIMENTS, BUT CAN’T CHANGE IT?

Sears Hometown Stores are a completely separate business (including stock, SHOS) from Sears, that is thriving but has to contend with consumers thinking they are the same as the struggling Sears stores. Sears Hometown Stores is a franchise business model with 800+ locations in primarily C and D counties.

We communicated their unique difference—local stores owned by local franchise owners—in their first national campaign that included producing 208 local market TV spots featuring different  owner operations from all around the county in just 8 weeks, blazing speed for a production  of this magnitude.

We shot our first broadcast spot with a married couple, Owner & Operators at their store in Delaware and obtained plate shots and enough B-roll so we could record additional O&O’s on green screen at the national convention. There, we crafted hundreds of individualized local market assets  for each of the willing participants.

TV

PRINT

CASE STUDY

WHAT THE FRANCHISEES HAD TO SAY