Market Pantry Takes Center Stage.

Christopher Durham Oct 11, 2009 3

Target-Store Brand -Market Pantry1

This week’s flyer (October 11-17, 2009) from Target features Private Brand and not just any Private Brand,  but their value food brand, Market Pantry. The entire front page of the flyer is dedicated to Market Pantry and price, creating an atypical grocery-like look for the Minnesota retailer. In addition to the front page, the focus continues on page two with another half page and a few Archer Farms items sprinkled into page three. The economy and Walmart’s ability to capture the value message seem to have forced an evolution of the Target messaging strategy. What do you think?

Target Store Brand Ad


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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

Latest posts by Christopher Durham (see all)


  1. AP Oct 11, 2009 at 4:02 pm - Reply

    I work for Target. The company is opening 26 stores today and they typically produce store-brand heavy ads for these occasions to get their guests to try them and, hopefully, stick to them. Walmart’s value and the economy are probably factors into relaunching Target Brand into Up&Up, not for todays flyer.

  2. Joel Kirstein Oct 18, 2009 at 9:58 pm - Reply

    Its a no-lose strategy for Target to pursue this tack. Definitely the direction Walmart has taken has to affect what Target is now doing. I believe that Target will ultimately benefit from this value message more than Walmart. Target’s PLBs are better positioned than Walmart’s to capitalize on the consumer move to Private Label Brands.

  3. LaRaeRivin May 3, 2012 at 11:47 am - Reply

    I love the Market Pantry bacon flavor……CAN THEY CUT THE SLICES ANY MORE THIN…..U CAN SEE THROUGH THEM !!!!!

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