Target boosts investment in Black and Latino-owned media by 30% this holiday season
Target is increasing its investment in Black-owned and Latino-owned media by 30% this holiday season.
Lynk
Family pajamas are still a trend according to Target, which gave its Wondershop-branded jammies a starring role in the retailer's new holiday campaign. Released today, the campaign highlights both the exclusive products and services that differentiate Target from the competition during a season in which consumers will be closely monitoring their spending.
The Minneapolis-based retailer is also differentiating itself in another way—by boosting its investment with Black and Latino-owned media. Target will spend 30% more with such properties this holiday season, a spokeswoman said, noting that the move is part of Target’s diversity, equity and inclusion commitments. Last year, Target also increased its investment in Black-owned and Latino-owned media, by an undisclosed double-digit percentage.
The campaign will include marketing channels such as linear TV and short-form digital and social media. Target is planning about a dozen spots in total, including the first, “Gathering,” which began airing today. Target Creative worked with Mother NY; Essence Global helped with media duties.
Set to a remake of Crystal Waters’ “100% Pure Love,” the 30-second “Gathering” shows Target shoppers picking up their gifts and engaging in holiday activities such as building gingerbread houses, trimming the Christmas tree and wearing a set of family pajamas. The commercial closes with text that reads, “Together in no time,” highlighting Target’s efficiency with merchandise pick-up options.
The phrase “happy place” played a role in the creative marketing for the brand, Todd Waterbury, chief creative officer at Target, noted in a statement. “And what it means to be our guests’ ‘Holiday Happy Place’ is in how we elevate and celebrate three key emotions: the feeling of belonging, the inspiration of our affordable assortment, and the ease of our signature services,” he said.
