Mervyn’s Touts Labels

Mervyn’s Stores showcases its selection of national brands in a new $10 million campaign from Minneapolis agency Martin/Williams.
The campaign, which breaks in regional markets March 21, uses humor in 14 different 30-second spots to show how many brands the store chain carries, said M/W senior vice president, management supervisor Jordan McElwain.
One spot features a man throwing carrots at a ceiling fan. Onscreen text then says, “We’ve got your Cuisinart,” as the spot races through a presentation of all the brands available at Mervyn’s.
Other executions depict women in need of a Speedo and brand-name shoes, McElwain said. The campaign is tagged: “Big Brands. Small Prices.”
“There’s a hipness to the spots that is befitting a retailer that has its roots in California,” she said.
Mervyn’s, which is based in Hayward, Calif., is a division of Dayton Hudson Corp., which is headquartered in Minneapolis. The campaign will run in Dallas, Denver and throughout California.
The new campaign capitalizes on the growing trend of middle-market department stores, such as Sears and J.C. Penny’s, that advertise brand names for less money, McElwain said.
“If you look at the mid-tier level of retailers, the most proprietary thing about them is that they carry national brands at low prices,” she said.
MW won creative duties on the broadcast project earlier this year, beating out Kirshenbaum, Bond & Partners, New York.