Now that Halloween has wrapped up, retailers are shifting their focus to the holiday season ahead. Target has unveiled a fresh new holiday campaign focused on inclusivity to appeal to a diverse array of shoppers.
“We know everyone celebrates the holidays a little differently, from long-standing family traditions to unique celebrations created with new friends and everything in between,” Cara Sylvester, Target’s chief marketing and digital officer, said in a statement. “Regardless of how guests choose to celebrate, we believe that connection and community are universal, and this year’s holiday campaign provides an opportunity for Target to connect with all of our guests while helping them discover the joy that’s within reach every day throughout the season.”
Target is building on its “What We Value Most Shouldn’t Cost More” campaign with a new ad featuring a rendition of “Best of My Love” by The Emotions, produced and performed by the Black Pumas and Sofia Reyes. In partnership with its creative agency Mother, Target Creative tapped women-owned production companies Little Minx and Merman to create the campaign, their largest of the year. Per the announcement, the retailer also teamed up with Essence to increase its spending across diverse media partners. The purpose of the campaign is to showcase the company’s “commitment to diversity and inclusivity.”