Target unveils its holiday marketing campaign

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Dive brief:

  • Ahead of the holiday season, Target is relying on its “What we value most shouldn’t cost more” campaign with a new announcement with a rendition of “Best of My Love” from The Emotions produced and performed by Black Pumas and Sofia Reyes, the retailer announced Monday.
  • Target Creative, in partnership with her creative agency Mother, tapped female-owned production companies Little Minx and Merman to create the campaign, which it says is the biggest of the year.
  • The retailer has also partnered with Essence to increase spending with various media partners, according to the announcement. The campaign aims to showcase “the company’s commitment to diversity and inclusiveness”.

Dive overview:

Target’s decision to bring in various media partners is part of the company’s efforts to support marginalized groups in the creative realm, the retailer said. The campaign aims to reflect its diverse clientele and employees.

“We know everyone celebrates the holidays a little differently, from long-standing family traditions to unique celebrations created with new friends, and everything in between,” said Cara Sylvester, Director of Marketing and Digital at Target, in a statement. “No matter how guests choose to celebrate, we believe connection and community are universal, and this year’s holiday campaign gives Target the opportunity to connect with all of our guests while helping them to. discover the joy that is within their reach every day throughout the season. “

Besides its new marketing campaign, Target has prepared other ways for the busiest shopping season of the year. The retailer presented his good vacation plans in October and plans to hire 100,000 seasonal employees. In October, Target said he plans to add more Apple stores in time for the holidays, expanding the concept to 36 stores and deepening its 15-year partnership with the tech giant. It is also recently installment payment options added via Affirm and Sezzle, and introduced new features to its same-day services with the goal of making consumers’ shopping smoother and faster during the holidays.


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