The upscale mass-merchandiser has hammered out a deal with Buena Vista Television, the Burbank, Calif.-based distributor of the top-rated ABC sitcom. The entire "Home Improvement" cast is featured in in-store signage, newspaper supplements and TV spots.
Fine print in the first four-page Sunday supplement reads, "no celebrity endorsement implied." None implied, perhaps, but it's difficult not to infer endorsement from Mr. Allen and the others.
Target has decked out its 585 stores nationwide with signage containing cast pictures, aisle banners and is bagging merchandise in "Home Improvement"-theme bags.
Further, Buena Vista VP-Marketing Mark Workman said Target is spending $3 million to $5 million on a TV campaign from Martin/Williams, Minneapolis, that features the cast conducting home repair projects. A version of the ad for use on ABC also contains a plug for the network and show.
Target executives didn't return repeated calls for comment.
Builders Square dumped Mr. Allen as a spokesman last spring after moving its account to Fogarty Klein & Partners, Houston, from longtime agency Ross Roy Communications, Bloomfield Hills, Mich.