TakeAway: Target has been aggressively marketing its fresh food offerings this year in a major nationwide campaign, which includes direct mail, billboards, television, radio and vehicle wraps, among other elements.
The ads focus in part on the three daily meals that could be put together with a trip to the store, and the company hopes its efforts will resonate with mothers, who are a prime target of the campaign.
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Excerpted from NYTimes, “Shopping at Target? Now You Can Pick Up a Dozen Eggs” By Tanzina Vega, December 16, 2010
While Target has carried snack foods like potato chips and soft drinks for years, the company has expanded to include fresh groceries like steak, chicken, eggs and apples. So far, 350 of the 1,752 Target stores nationwide have been reformatted to include the new food layout, and the company expects to add the arrangement to additional stores at the rate of about 400 a year.
While the fresh food offerings will include items similar to what a customer can find in a grocery store, “The concept is built around the notion of fill-in trips and convenience trips. There’s a real need for convenient and affordable grocery options.”
Target stocked fresh food items alongside local products like Turkey Hill ice cream, Ellio’s Pizza and Herr’s potato chips.
To market the concept, the company ran ads in local newspapers, used direct mail and placed door hangers on homes. It also used “guerrilla tactics,” like distributing 10,000 samples of produce on the streets of Philadelphia using branded bicycles and trucks with the Target bull’s-eye logo and “Get Fresh Philadelphia!” messages.
The look of the campaign incorporates Target’s bold red lettering against a white background with fruits and vegetables splashed across the layout.
Edit by AMW
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Full Article:
http://www.nytimes.com/2010/12/17/business/media/17adco.html?_r=2&ref=media
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The Homa Files 
January 20, 2011 at 1:23 pm |
Looking at one of the new consumer trends, looks like Target needs to focus on Male audience, too. Could this actually lead to a better opportunity for Target? Store full of electronics and other goods, this may be a better place for males to shop!