Target showcases grocery offerings in ad campaign

by Monica Watrous
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MINNEAPOLIS — The Target Corporation is showcasing its grocery offerings in a new national advertising campaign. The “Everyday Collection” campaign highlights the retailer’s grocery selection in what it calls a humorous style.

Since 2009, Target has remodeled more than 1,100 stores to its PFresh format and it includes a larger food selection, including meat and poultry products. The retailer widened its focus beyond home goods and clothing in response to research indicating consumers would shop more often at Target if more food items were available, said Gregg Steinhafel, chairman, president and chief executive officer of Target.

“The addition of a deeper food assortment gave us the opportunity to completely reinvent our general merchandise format, transforming categories throughout the store in a visually compelling environment,” he said in a Nov. 12 conference call with financial analysts to discuss the company’s third quarter results.

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