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Target Builds Grocery Business with Unusual TV Advertising Campaign

Target_Grocery_Business TV Campaign


Target is trying to make groceries glamorous with its new advertising campaign. The company kicked off the multi-million-dollar advertising campaign with four TV commercials during the Golden Globes, featuring models posing with common groceries as if they were designer accessories. The retail giant will continue this satirical slant of promoting its groceries as fashionable fare for the rest of the year. The Wall Street Journal reported on how Target is positioning its groceries as a symbol of good taste.

While Target had initially only sold packaged snacks and beverages, the company has focused on increasing its food offerings over the last few years. Now, 250 SuperTargets offer a complete range of groceries and 1,100 PFresh stores have been remodeled to include fresh foods such as meats, produce, and bakery goods. Industry analysts praise Target’s evolution and say that offering groceries is a smart strategy for driving store traffic and increasing customer purchase amounts.

The clever television campaign will promote Target’s recent efforts to convert many of its retail locations into full-service grocery stores. In addition to radio and TV advertising, the print ads will run in newspapers, and online ads as digital films.

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“Target is beginning to extend its banner promise of chic to food,” said Thom Blischok, chief retail strategist for Booz & Co. “They’re making food shopping aspirational—in advertising I believe it is the first of its type.”

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MDG Advertising, a full-service advertising agency with offices in Boca Raton and New York, NY, is one of Florida’s top integrated marketing agencies. Our 360° integrated approach uses just the right mix of traditional and digital marketing to reach your advertising goals. MDG specializes in developing integrated marketing solutions, exceptional creative executions, and solid branding and media-buying strategies that give clients a competitive advantage. Our core capabilities include branding, logo design, creative, digital marketing, media planning and buying, award-winning print ads, radio and TV advertising, online video, Web design and development, email marketing, social media marketing, and SEO. To learn more about the latest trends in marketing and advertising, contact MDG Advertising today at 561-338-7797 or visit mdgadvertising.com.

Read more at the WSJ.com.

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