Updated 'Target Run' Campaign Goes Omnichannel
Target is shining a spotlight on its expanded fulfillment options with a new iteration of its "Target Run" marketing campaign.
First launched last summer, the original campaign positioned the mass merchant's stores as one-stop-shops for everyday essentials. The newly added layer highlights the retailer's same-day delivery option via Shipt as well as its Drive Up pickup service. Target is expanding the Drive Up service from some 600 stores as of this month to nearly 1,000 stores by the end of the year. It also plans to expand same-day Shipt delivery of groceries, electronics, toys and other items to a majority of its 1,829-some stores by this holiday season. By the end of June, Target will offer Shipt in more than 135 markets.
New national English and Spanish TV spots spotlight same-day Shipt delivery and sample music from Meghan Trainor and Sofia Reyes, respectively. (See video below.) Local radio spots tout the retailer's Drive Up service.
“Last summer we introduced ‘Target Run,’ our campaign highlighting the affordable everyday essentials guests can pick up in one stop, all done in a relatable, differentiated, Target way. The effectiveness of this campaign has been incredibly strong,” said Rick Gomez, executive vice president and chief marketing officer, in June 22 post on the retailer's A Bullseye View blog. “Now, with our expanded fulfillment options — including Drive Up and same-day delivery with Shipt — reaching tens of millions of guests across the U.S., we’re evolving the campaign to highlight the new ways they can choose to complete their Target Run, how, when and where it’s best for them. At its core, it’s a campaign designed to help our guests make the most of their day, and an important step in making Target America’s easiest place to shop.”
In stores, stanchion signs, cooler clings and multiple shelf signs spotlight same-day Shipt delivery, promising "groceries and more delivered in as soon as one hour." Clings at the bottom of Target shopping baskets and multiple conveyor belt wraps have helped tout the Drive Up service's arrival.