HOFFMAN ESTATES, Ill.–Sears has kicked off a marketing campaign around its “Inner Craftsman” character to offer Valentine’s Day gift options to shoppers.
The Inner Craftsman concept, which first bowed during Halloween 2007, is part of a “marketing blitz launched this week through all customer touch points, including Sunday circular, magazine, newspaper, in-store, broadcast and online media,” the retailer said in a statement.
Craftsman is Sears’ signature tools brands.
The marketing campaign, developed by Sears in partnership with Y&R, runs in USA Today and in the top 50 newspapers in the United States.
Television spots will air on networks such as NFL Network, ESPN, ESPN2, Fox, Speed, CBS, ABC, TNT, TBS, Nick at Nite, Family Channel, Lifetime, BET, Bravo, Food Network, HGTV and USA Network.
“Your ‘Inner Craftsman’ will offer some Valentine’s gift ideas with the well-intentioned, albeit misguided view of a tool fanatic,” said Richard Gerstein, senior vice president and chief marketing officer at Sears, in a statement. “The use of Craftsman tools to create the ‘Inner Craftsman’ figure is not only relevant for Valentine’s Day, it also conveys our core brand message in a tongue-in-cheek way: ‘There’s a Craftsman in All of Us’,” Gerstein said.
Shoppers who spend more than $25 on certain items will get a free limited-edition Inner Craftsman NASCAR T-shirt.