Market Pantry Takes Over Target Flyer

This week Minneapolis based big-box Target once again features its Private Brands front and center in its weekly flyer. This week the decidedly utilitarian NBE brand Market Pantry takes over the front page with eight items reinforcing the brands promise of “Big Brand Taste, Unbeatable Prices.” This is a nice use of a Private Brand to build on the Target retail brand proposition and reinforce the price positioning.

Page two follows with Targets now familiar “Why Pay More” compare and save pitting five Up&Up against a comparable manufacturer brand product at a substantial savings.

The flyer also includes the Private Brands Merona and Archer Farms as well as exclusive/licensed brands D-signed, Shaun White.



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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.