Reitmans begins Denim Love Stories campaign
Apparel retailer Reitmans has begun a campaign called "Denim Love Stories." Developed by Marketel of Montreal, the national campaign is aimed primarily at women and promotes the chain's new line of jeans. The initiative includes store windows, digital media, materials at Reitmans.com, social media activities, a Facebook contest and an online video. Media for the campaign is being handled by OMD.
"The video short is a simple product demo, but with a surprise twist," said Jo-Ann Munro, creative director of Marketel's MarketElle division. "We know that women have a love-hate relationship with jeans. When we find that perfect pair, it's magic. So, we wanted to capture that. This was our first project with Reitmans as a new client. They were game for being a little cheeky, so we went for it."