Target has always been associated with the big, infrequent stock-up trip for paper and baby products. But with changing consumer behaviors toward smaller almost daily trips, we had to redefine the Target run for a new generation.
In 2015, Target made a big investment in fresh food and local products, so we shifted the focus of the Target Run campaign to the new fresh offerings and fun, inventive recipe ideas. For the first time, Target became a true competitor to the local supermarket for the quick, midweek grocery trip.
We focused on the iconic red basket to symbolize the quick trip for whatever you happen to need, and created an integrated campaign including broadcast, digital video, print, outdoor, and social media. We welcomed spring with a pastel palette and fresh ideas for entertaining.
The summer work echoed the mood of the season: bright, fun, and spontaneous, suggesting simple twists to elevate summer grilling to new heights. We also created a social content platform, Behind the Pin, to deconstruct pin-worthy recipes, providing a simple how-to and visual shopping list for our guests.
With temperatures dropping and a return indoors, the fall campaign provided inspiring ideas for everything from lunchboxes to slow cookers. And of course, a few fun, unexpected ideas for Halloween celebrations.
Target needed to become the destination for Thanksgiving preparation. With a focus on everything needed to complete the table, from dishes to décor to the turkey and all the fixings, we showed guests just how great Thanksgiving could be.
Target wanted to kickstart 2016 with healthy inspiration. We gave guests fresh twists on familiar recipes, clever ways to retool their favorite cooking utensils, and countless ideas for getting the new year started off right.