PR Team: Sears Roebuck and Co. (Hoffman Estates, IL) and Dome Communications (Chicago)
Campaign: "Sears Appliance Re-Charge"
Time Frame: May - August 2003
Budget: Under $215,000
Sears Roebuck and Co. is already the largest appliance retailer in the US, but it faces increasing competition from the likes of Wal-Mart, big-box appliance retailers, home centers, and warehouse clubs.
Sears research found that shoppers knew about Sears appliances, but didn't see the retailer offering much selection at the low end of the price spectrum. The retailer ...