Target Makes Packaged Goods Runway Worthy

Target last month launched a national ad campaign showcasing basic packaged goods in more of a "shabby chic" light.Food, cleaning products and other household essentials from national brands and the retailer's private labels are presented as "The Everyday Collection. By Target." Spanning broadcast, print, digital and social vehicles, the campaign parodies high-fashion advertising by employing techniques that are incongruous with such mundane products.Eight TV spots featuring white-clad models in slow-motion vignettes with provocatively whispered voiceovers (see below) will run throughout 2013. Directed by Matthew Donaldson and created with Minneapolis-based Mono, the videos also are available on the chain's YouTube channel.Meanwhile, a "Tweet-to-Runway" component engaged Twitter users for a runway showcase. Target selected tweets about products in the Everyday Collection from among thousands of submissions to be "performed" on Jan. 24 by more white-clad models strutting down a catwalk. The chosen participants received $20 store gift cards. Various videos on the chain's YouTube channel support. (See below.)Target also is employing its standard grocery-focused newspaper inserts to tie the Everyday Collection to seasonal events. (See Related Promotional Activity.) The campaign will also feature three radio spots and digital short films that will run as banner ads online, according to media reports.Approximately two-thirds of the retailer's 1,778 stores now have an expanded "P-Fresh" food layout, including the 251 SuperTarget locations that boast a full grocery store. (See "Target Rolling Out …" in Related Articles.)

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