The new Smiths City ‘100 years’ ad campaign is part of a wider promotion by the retailer to celebrate the milestone.
Running with the tagline ‘Celebrating 100 years of making your house a home’, the ads reflects some of the more intimate memories people have from purchasing furniture and appliances at Smiths City.
In ‘Nora’s new bed’, Nora reflects on buying her first marital bed at Smiths City – and the happy memories she has of it, including all seven of her children.
In ‘Falling in love with Meg’, a man remembers how his father bought their first colour television from Smiths City in the 1970s. The television sparked his lifelong passion for the dog show and, more importantly, for the sheep dog Meg.
As well as the television ads, Smiths City have been running a series of celebratory campaigns on social media. Including inviting followers to share their own memories of how Smith City helped facilitate their home lives.
The centenary comes just a few months after the national retailer was forced by the Employment Court to compensate staff for unpaid meetings dating back 15 years. Smith City announced this week a commitment to pay staff the equivalent of a living wage.
The new package includes an extra day of holiday for all staff, the introduction of an annual ‘well-being’ day for staff, and a commitment to align its hourly pay rates from October 1 this year to at least the 2018 estimate of the living wage. The current living wage is $20.55.
Smiths City chief executive Roy Campbell says the retailer is focused on developing a strong culture for staff.
“We want our staff to be enthusiastic and excited about their work; to feel that they are benefitting personally from working at Smiths City; and that they are learning new skills and gaining the experience to develop an enduring and prosperous career with the organisation and in the retail sector.
“Fundamental to the development of this culture is paying Smiths City people fairly for a fair day’s work. Our people should not come to work worrying about whether they have enough to put food on the table, pay rent and the power bill and meet their basic needs.”