Target Grocery Ads Juxtapose High-end Fashion with Everyday Products
Tia Clarke — January 11, 2013 — Pop Culture
References: corporate.target & psfk
These sharp, snappy 30-second Target grocery ads play with the idea of presenting everyday items like cake mix, eggs. washing powder and packaged meat as luxury items. The ads cleverly present the items in a high-fashion context. In the advertisement 'Bake Sale,' a beautiful and glamorous model walks in between podiums of exploding cake mix boxes, as if strutting her stuff on the runway.
The video cuts to an image of the model breaking an egg in her hand and ends with the tagline, "Dominate that PTA bake sale." Jeff Jones, chief marketing exec of Target, explained that the campaign "combines the design ethos and fashion creditability that Target has with the idea that it also has great grocery items at a great price."
Other ads in the series include 'Matador,' which features an elegant model acting as a matador with slabs of packaged meats.
The video cuts to an image of the model breaking an egg in her hand and ends with the tagline, "Dominate that PTA bake sale." Jeff Jones, chief marketing exec of Target, explained that the campaign "combines the design ethos and fashion creditability that Target has with the idea that it also has great grocery items at a great price."
Other ads in the series include 'Matador,' which features an elegant model acting as a matador with slabs of packaged meats.
Trend Themes
1. Fashion-focused Grocery Ads - Opportunity for food brands to market their everyday products by positioning them as luxury items in a high-fashion context.
2. Luxury-inspired Everyday Products - Opportunity for fashion brands to expand into the grocery industry by creating high-end versions of everyday items.
3. Design Ethos in Grocery Advertising - Opportunity for grocery retailers to leverage their design ethos and fashion credibility to attract customers to their grocery offerings.
Industry Implications
1. Food Brands - Food brands can explore the trend of fashion-focused grocery ads to enhance the perceived value of their products and differentiate themselves in the market.
2. Fashion Brands - Fashion brands can consider entering the grocery industry by creating high-end versions of everyday items, tapping into the trend of luxury-inspired everyday products.
3. Grocery Retailers - Grocery retailers can utilize their design ethos and fashion credibility to disrupt traditional grocery advertising and attract new customers to their grocery offerings.
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