Martha Stewart Goes To College

Kmart Spot Touts Back-To-School Linens
DETROIT–Kmart this week is launching a 30-second TV spot that for the first time targets its Martha Stewart Everyday collection to returning college students and their parents.
New York agency Working Class handles creative work for all Martha Stewart line advertising for Kmart. The Troy, Mich., retailer’s lead agency, Campbell Mithun Esty in Minneapolis, is handling media planning and placement.
The spot features 180-thread-count, extra-long twin sheets–a specialty item very popular with college students, according to Kmart. In the spot, Martha Stewart has sent her nephew a set of the sheets and is calling him at his campus residence to see how he likes the gift.
Ms. Stewart’s real-life nephew, Christopher Herbert, is featured in the spot. Herbert is seen receiving the call from Aunt Martha just as he is about to climb out of his dorm room and down a makeshift ladder constructed from Martha Stewart sheets.
The spot will air through the fall on network TV in major markets, said Laura Mahle, Kmart communications specialist. No print component is planned, she said. This is the first time Kmart has included the Martha Stewart lineup in its back-to-school marketing, Mahle said.
“The point of the commercial is to make the link [between college-age consumers and the Martha Stewart line], to be able to say it’s much, much more than simply sheets,” Mahle said. “It’s a nice opportunity for college kids to be able to get their basic essentials for their dorm room or apartment at reasonable prices.”