With the last Zellers stores set to close in 2013, the Hudson's Bay Company announced in September 2012 that it was looking for a charity organization to adopt Zeddy so that the mascot could live on after Zellers. In a social media ad campaign, "Zellers Everything Must GO Including Zeddy", Zeddy was featured in an online video where the mascot was abandoned in the woods by a Zellers executive telling Zeddy that Zellers was liquidating, and everything must go, including him. Organizations were invited to submit on Zellers Facebook page what their plans for Zeddy were. There were over 30,000 votes, and the final three contenders were Autism Ontario, Camp Trillium and Cystic Fibrosis Canada. Voters selected Camp Trillium as the winner and chosen adopter. There are several notable Zeddy iterations including most famously, bush pilot Zeddy.