I remember when Vanessa Hudgens signed her endorsement deal for Sears Roebuck back in May 2008. Many (fans and foes alike) were not really sure if it was a good move. Some were even mocking the deal and stating that it was a “step down”. It was as if endorsing the discount retailer was like something that was done because there was no other offers.

First, I highly doubt that was the case. Second, and I think the most important part – both parties involved are helping each other. Both Sears and Vanessa Hudgens introduced each other to audiences that might not have known of them. I will even venture out and say that the Sears deal has done more to Vanessa’s profile as a performer, than her record label – Hollywood Records.

While Hollywood Records barely made any noise about her sophomore album, Sears ran commercials of several dancing Vanessas all summer; and who could forget the spot for Sear’s Wishstory, when Vanessa tapped her way (further) into our hearts? Just this Tuesday, Sears gave her the opportunity to give a free concert at Dillard Drive Middle School in Raleigh (North Carolina), as part of their Back-to-School Sweepstakes.

My bet is that half of the kids at the concert didn’t know she even has a sophomore album out; they do now.

Thank you Sears.