Target to Heavily Promote Cause Campaign

Partnership with Feed Projects is Being Treated Like a Designer Collaboration

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As part of its back-to-college campaign, Target has partnered with Feed Projects, a nonprofit founded by Lauren Bush Lauren, to create a limited-edition collection.

The collection marks the first time Target has treated a cause-related campaign like one of its designer collaborations, with TV and print ads, as well as a digital campaign and broad-based support in store.

"It's the first time we've had a really broad storewide effort behind social consumerism," said Michelle Mesenburg, VP-style marketing at Target. "In the past we've done smaller efforts around individual product categories or brands or a holiday initiative. We've never done anything at this magnitude before. ... It's in line with what we've done with other design partnerships like Prabal Gurung or Phillip Lim."

The retailer began talking with Ms. Lauren a year ago and settled on a plan to create a limited-edition collection that will provide a direct give-back -- buy a blanket, provide 24 meals, for example. Target will provide the monetary equivalent of the meals listed on each product -- $1 for 8 meals, which will be secured by Feeding America on behalf of local food banks.

The collection goes on sale June 30 and will be available through the end of August, when back-to-school and back-to-college shopping is in full swing.

"We think this collection will have great appeal to our core customer, as well as a younger audience, millennials in particular," Ms. Mesenburg said. "This is a great example of where we're looking to experiment and try new things in the collaboration space."

Jeff Jones, who became chief marketing officer at Target a year ago, has shown a preference for working with a team of agencies rather than a single agency as his predecessor Michael Francis did with Wieden & Kennedy. This campaign is no exception. Independent agency Chandelier Creative worked on the TV ads, the shop's first work for the brand. Olson handled digital and Knock created in-store marketing and packaging. Haworth handles media for the retailer.

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