The Troy, Mich.-based retailer, which operating under Chapter bankruptcy proceedings, extended its "Stuff of life" theme today with an African-American radio campaign. A 30-second radio commercial broke today on Tom Joyner's nationally syndicated program, in addition to a 60-second spot version.
A national Hispanic TV effort is set to arrive April 7 on Univision. The two spots, from Don Coleman sibling Montemayor y Asociados, features music from Joe Feliciano and Jive Five. "Cosas para la vida" is the translated Spanish tag of the general market theme from Omnicom Group's TBWA/Chiat/Day, New York.
The media flight is four weeks.