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Target ad campaign puts food in the spotlight

NEW YORK — Is Target's grocery aisle ready for its closeup?

Target is pushing its food, laundry detergent and other groceries in a national ad campaign that pokes fun at high-fashion advertising by featuring models interacting with everyday products.

In one ad, a model in a white dress and high heels struts by blueberry muffin and cake mix boxes that explode in different colors. Then she crushes an egg with her hand.

"Dominate that PTA bake sale," a voiceover whispers. "The Everyday Collection. By Target."

The campaign is part of a larger move by Target, better known for its cheap-chic clothing and home goods, to focus more on its grocery store aisle. Discounters such as Wal-Mart Stores have increasingly focused on expanding their selections of groceries to lure more customers into stores.

For its part, Target has been expanding its grocery selection, particularly with investments in its "P-Fresh" fresh-food section. Out of its 1,782 stores, about 1,100 have an expanded fresh food layout and more than 250 have a full grocery store.

With that push complete, Target decided the time was right to put the focus on its groceries, but in a way that still plays on Target's fashion know-how, said chief marketing officer Jeff Jones.

Target, with ad agency Mono in Minneapolis, created the tongue-in-cheek campaign that treats groceries and home products like fashion accessories in a photo shoot. Spending is undisclosed on the ad campaign, but it will include eight TV ads that will run throughout 2013. In addition to TV spots and newspaper inserts, it will include three radio ads and digital short films that will run as banner ads online.

Target's ad campaign comes as the retailer faces some challenges.

On Thursday, Target reported that revenue at stores open at least one year was flat in December — a key holiday sales period. The company, based in Minneapolis, blamed the decline in part on weakness in sales of merchandise such as furniture and electronics.

Target ad campaign puts food in the spotlight 01/04/13 [Last modified: Friday, January 4, 2013 8:15pm]
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