Kmart Australia has launched a 'people and planet' marketing campaign across Australia and New Zealand.
Rolling out across socials, website, EDMs, paid media and in-store, the campaign highlights the low-price retailer’s sustainability and community initiatives over the past 10 years.
This includes signing the Bangladesh Accord in 2013, joining the Better Cotton Initiative in 2017 and being ranked first alongside Italian fashion brand OVS in the 2022 Fashion Transparency Index.
The national retailer will also highlight its Wishing Tree Appeal, First Nations initiatives, a new Quiet Space strategy that provides low sensory environments for customers in 28 stores and the commencement of Kmart’s first wheelchair-accessible register trial.
“The sheer size and scale of our business means that we have the privilege of being able to touch so many different people and communities, and we have the opportunity to create greatest change,” Kmart and Target CEO John Gualtieri said. “When we get it right, it makes a real difference, and we are so proud of the progress we’ve made so far across our team members, suppliers, and broader community.
“We acknowledge there’s still so much for us to do, and we are working hard to ensure that we continue to show up for our customers and make a positive impact.”
Kmart GM of marketing Rennie Freer said this is a key opportunity for the retailer to tell a story beyond its low-price points.
“We are honoured to enter a new era for the brand, placing this work being done to date at the forefront of our communication channels and launching new ways of telling this story with our internal Kmart family and customers.
“This is just the beginning… Watch this space, as we look forward to continuing to share what we’re doing as a brand.”
The next stage of the retailer’s ESG initiatives will see their-own brand cosmetic and personal care products reach approval as cruelty-free under the Leaping Bunny Programme - reportedly an Australian retailer first.