orangeleader.com (Orange, Texas)

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January 5, 2013

Target ad campaign puts food in the spotlight

(Continued)

NEW YORK —

"We all yearn for something," says a voiceover as bubbles float by the model. "And that something is the other sock."

The campaign "creates a foil for what people are used to seeing for grocery advertising," said Jones. "It combines the design ethos and fashion creditability that Target has with the idea that it also has great grocery items at a great price."

Target's ad campaign comes as the retailer faces some challenges.

On Thursday, Target reported that revenue at stores open at least one year was flat in December — a key holiday sales period. The company, based in Minneapolis, blamed the decline in part on weakness in sales of merchandise such as furniture and electronics.

Target, which has been successful in the past by pairing up with upscale designers who create lines of products that it can sell for a limited time, also recently was dinged by bad publicity for its collaboration with posh retailer Neiman Marcus. The line debuted Dec. 1 and included 50 products from 24 designers, including a $70 Marc Jacobs scarf and a $500 Alice + Olivia bike.

But the merchandise was criticized for being too expensive, among other things, and all remaining items in that collection were marked down 70 percent off on Jan. 1. That's quite a reversal from its Missoni collection a year ago, which was so popular demand caused Target's Web site to crash.

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