Target heads to school

The retailer is targeting fashion-forward kids and their moms with its first Canadian back-to-school season push.

Target Canada kicked off its first Canadian back-to-school push with three new spots adapted from the U.S.-led brand team and it’s all about personalization and value, says Lisa Gibson, spokesperson, Target Canada.

The three new spots, with media by Carat and creative by L.A.-based 72andsunny, feature real-life children at school (in, for example, music class or presenting a science project volcano), each featuring the kid’s personalized fashion choices, with the tag at the end reading, “School takes a lot. Target has it all” Well known songs, (such as Queen’s “Under Pressure”) are played on common school instruments, such as the clarinet.

Value for moms is the secondary messaging behind the creative, says Gibson.

The traditional media buy will live on TV stations such as CBC, CTV, Global and City, as well as specialty channels, including Bravo, Food, Slice and HGTV. It’ll also target primetime hits, such as The Amazing Race Canada, The Big Bang Theory and Big Brother. It will be supported by a radio buy and digital banner ads on mass sites, such as The Huffington Post.  A back-to-school catalogue will also be mailed out for the week of Aug. 12.

The retailer will also take to Facebook Aug. 13 to 19 with a new app, #KidsGotStyle, inviting moms to snap photos of their kids in their most fashionable outfits, which allows parents (and kids) to draw inspiration from their peers, Gibson says.

The campaign went live on July 29, and will run until mid-August. The primary target audience is moms, while youth will be a secondary target.