Target: Catwalks & Private Brands: Meet ‘The Everyday Collection’


Minneapolis based retailer Target has a long history on delivering outstanding design and clever marketing campaigns to match. Target’s advertising is bold and anything but ordinary—whether it’s a presence in New York’s Times Square, a pop-up shopvertical fashion show or star-studded shoppable film.

The latest chapter in a long history of design and creative advertising, Target introduces “The Everyday Collection” campaign, which highlights groceries in an entirely new way including guest appearances by two of their Private Brands: Market Pantry and Sutton & Dodge. The new campaign began airing Monday, January 6th, the multi-faceted campaign unexpectedly and humorously fuses high style with food and other essential items like paper towels, laundry detergent and diapers.

“‘The Everyday Collection’ campaign combines Target’s insight into guests’ everyday routines with our design and fashion credibility to showcase products at a great price,” said Jeff Jones, executive vice president and chief marketing officer, Target. “It is the ultimate expression of ‘Expect More. Pay Less.’”

Showcasing these items in a way typically reserved for designer collections, the campaign has print, broadcast, digital and social components that will give guests compelling content to experience and share.

I love it when Target is Target – They have truly embraced who they are – setting aside the boring conventions of old school grocery advertising.

Below, Carolyn Sakstrup, Marketing Director, Target, takes us behind-the-scenes at the broadcast shoot.

Source: A Bullseye View

 



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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.