How Rodney Scott Brought Southern Flavor to Target
What’s new: Rodney Scott, a James Beard Award-winning pitmaster, partnered with Target in June to launch a line of 12 South Carolina-inspired SKUs under the retailer's Good & Gather private label.
What we saw: In stores, an endcap outfitted with violators touted the Good & Gather Collabs Rodney Scott line as "bringing new flavors from tastemakers to your table." The display stocked the full line including $2.99 brown sugar baked beans, $6.99 black tea and lemonade, and $3.99 burger sauce.
Additional support: Target introduced the line in a May 29 email that linked to a brand showcase within Target.com. A full-page feature in the retailer's June 22 circular offered Target Circle members 20% off the sauces, seasonings and sides. Scott and Target also plugged the line on Facebook and Instagram.
More context: Target launched its first Good & Gather Collabs line on March 9, as James Beard Award-winning chef Ann Kim developed seven frozen SKUs that sold for $6.49 or $7.99, including pickle pie woodfired pizza and Korean-inspired kimchi dumplings.
"Good & Gather helped transform Target from a retailer that sells food into one that celebrates food — and Good & Gather Collabs are helping us take that to the next level," Lisa Roath, Target executive vice president and chief merchandising officer of food, essentials and beauty, said in a statement. "I can't wait for consumers to try the best of Carolina barbecue with pitmaster Rodney Scott."
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
