Target has launched its first brand campaign in seven years, premiering the Life Tested campaign across national broadcasts, social media and video and digital channels yesterday evening.
The campaign reveals Target's new mission and positioning; to be the home of real quality for all Australian families, delivering on its promise as a trusted brand for the future.
The fully integrated omnichannel marketing campaign features a series of relatable stories from Australian families putting the Target product to the test.
Target GM of marketing Jamima White welcomed the launch of the new campaign.
"At Target, our brand, our products and our people are connected around one thing – making a difference to the lives of our customers through affordable, quality products that improve everyday life.
"The entire Target family feel very proud to be bringing this campaign to the community, where we showcase our brand promise of making great quality products truly accessible for Australian families," she said.
The campaign also signals the business' pursuit of eco-friendly materials, with organic cotton pieces featured in the series, as well as its commitment to quality pieces that last.
Target MD Richard Pearson praised the team for delivering the new messaging.
"At Target we are firmly focused on a digital enabled future where our customers have accessibility and choice on how they wish to shop with us, instore or via our digital channels.
"Our customers are at the heart of our business, and we offer them real quality products, at affordable prices that are accessible to all Australian families.
"Quality that they can love, can trust, and put to the test in everyday life.
"I am very proud of the work the team have achieved as we continue to deliver affordable quality products and customer focused services, and we are delighted to have launched our new brand campaign across Australia," he said.
