Market Pantry Takes Center Stage.

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
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.