Kmart Australia is set to launch a brand celebration campaign on August 28.
Kmart will schedule an ‘always on approach’ from Sunday, with a national takeover on The Block on Channel 9 and following on with programming across Have You Been Paying Attention, My Kitchen Rules and The Amazing Race.
The takeover will showcase hero products at prices from $8 and under.
Kmart CCO Lil Velis said the campaign will celebrate the brand's in-house designs and price proposition.
"We’re one of Australia’s most loved brands and we’re proud of who we are, what we do and what’s to come.
"There is nothing better than going into one of our stores or shopping online to discover your favourite items at our everyday low prices.
"We know it’s more important than ever to give Australian and New Zealanders access to products that won’t break the bank, and we’re incredibly proud to continue to deliver on this commitment every day.”
As part of the launch, Kmart will debut new brand anthem 'Levels' by Avicii.
Kmart head of marketing Rennie Freer said the brand evolution will feel familiar to customers and the team.
"A celebration of our amazing products at incredible prices, all wrapped up n the joy that is Kmart," she explained.
"One of the key elements we wanted to establish upon launching, was when the new brand song started, our community would turn their heads to the TV and instantly know it was us – something so catchy and one that beautifully reflects what we stand for.
"It has always been part of our brand DNA to weave in music as it brings connection and meaning to all that we do.”