Purpose of the Work: Many customers, or “guest,” need reminding that Target has all the essential, everyday items they need. They sometimes purchase their packaged foods, health and beauty products, pharmaceuticals, pet supplies, etc., at a grocery store before coming to Target for other merchandise.
Communicating this reminder is important because of the strong competition in these commodity markets—intensified by a downward economy—with customers eyeing other retailers as they fight to offer the lowest prices and greatest convenience.
We need to encourage guests to make a stop at Target part of their routine whenever heading out on a shopping trip. Target has all the essentials they need, and at a great value.
CREDITS
company: Little & Company
designers:
Heidi Schweigert, Mike Schacherer, Jodi Eckes
creative director:
Joe Cecere
client: Target
copywriter: Gene Valek
photographer: Stephanie Rau
production: Nicole Phelps
project
directors: Sarah Hillstrom, Heidi Springman
account supervisors:
Dori Graff, Alissa Johnson
quantity/impressions: 8 million
date published: July, September & November 2008