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Target to Guests: 'Dominate That PTA Bake Sale'

Written by George Anderson

Full disclosure: As the primary grocery shopper in the household, I spend a large percentage of our shelf stable, refrigerated and frozen foods budget at the local Target store. I don't need a lot of encouragement to shop at the chain because it has:

  1. A lot of the products we purchase in-stock;
  2. Very low prices made even lower by weekly coupons and a five percent discount with the use of our REDcard.

For some time now, it has been acknowledged that Target might be able to close the traffic gap with Walmart and others if it could just get food right.

On RetailWire, commentators have maintained that Target has the opportunity to do something big in grocery if it could only bring some of the elements that differentiate it in fashion, home, etc. to food. Now, it appears as though the chain may have found the right tone with a new laugh out loud campaign that combines fashion imagery with whispered voiceovers introducing consumers to "The Everyday Collection. By Target."

[Image: Bake Sale]

In an informal test of four new spots with resident females here, two stood out and were replayed multiple times, not to mention being shared via social media.

The first, "Ravenous," involves a pregnant woman ripping through various foods in wild animal fashion while the voiceover tells the audience: "What baby wants, baby gets."

The second, "Baked Sale," was the most popular here and features a model walking towards the camera as if on a catwalk. As she moves forward, various boxes with colorful baking mixes explode until the model crushes a raw egg in her bare hand to the voiceover: "Dominate that PTA bake sale. The Everyday Collection. By Target."

"'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," Jeff Jones, executive vice president and chief marketing officer, Target, told A Bullseye View. "It is the ultimate expression of 'Expect More. Pay Less.'"

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