Target’s Up & Up Makes A Big Splash

Target up&up Ad

Target goes big with up & up this week with a two-page spread of the new Private Brand which is replacing the Target brand. The ad features fourteen items four of which are presented head-to-head against equivalent national brands and show significant savings. The percentage of savings compared to national brands ranges from just over 10% to almost 30%. Although it is easy to compare and save in store and many retailers including Loblaw’s and Food Lion have displayed head to head baskets in store the inclusion of this in the Target ad certainly telling as the Target Private Brand strategy continues to evolve and change.


Ziplock Sandwich Bags $2.33
up & up Sandwich Bags
$1.99
$ Savings $0.34
% Savings 14.6%


Kleenex facial tissues, 3 pack $4.24
up & up facial tissues, 3 pack
$3.79
$ Savings $0.45
% Savings 10.6%


Quilted Northern bath tissue, 12 pack $6.99
up & up bath tissue, 12 pack $5.99
$ Savings $1.00
% Savings 14.3%

Band-Aid bandages, 30 ct
$2.54
up & up bath bandages, 30 ct
$1.79
$ Savings $0.75
% Savings 29.5%


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.