Target will be offering a campaign in preparation for the back-to-school season and promotion of its Up & Up brand, which is a brand that includes everyday items such as sunscreen, tissues and diapers. A back-to-school campaign is a first for the retail giant, which will give away an Up & Up school supply product to a student need for every Up & Up school product that is sold between July 13 and August 2.
The goal is to raise $25 million worth of school supplies for the Kids In Need Foundation, a charity founded in 1995 that donates school supplies to kids in need. The progress with this goal, which is the largest donation goal for Target to date, will be traced and shared with the customers throughout the campaign via social media as milestones are reached. A Target spokesperson says that this campaign was inspired by Target exclusive school supplies brand Yoobi, which has a similar campaign in collaboration with the Kids In Need Foundation. “It’s giving us more pulse points to connect with guests in a way that’s authentic,” she says. “It gives us something outside of just deals that we can talk about with our guests.”
Advertisements for the campaign on TV and in print have been making the rounds, including six TV spots and seven back-to-school ads in print as well as Spanish versions by LatinWorks. The gline for the campaign is “Every Little Thing Is a Really Big Deal.”
