How Target Geared Up for the Super Bowl
What’s new: Target geared up for the Super Bowl with an omnichannel “Game Day” campaign spotlighting party supplies from numerous brands.
What we saw: In stores, pole toppers used a “this way to game day” directing shoppers to the seasonal section. There, an endcap stocked football-themed party supplies from private label Bullseye’s Playground and grouped together Stride Consumer Partners’ Chomps, Campbell’s V8 and Keurig Dr Pepper’s Clamato — components for making a bloody mary — under a “game day snacks, sips & supplies" message. Ceiling signs used the same theme. Pallet displays activating PepsiCo/Frito-Lay’s Super Bowl sponsorship were positioned at the front of stores.
Additional support: Target also used the "game day" theme and football imagery in banner ads and emails linking to a “Game Day Hosting” page within Target.com spotlighting supplies across categories including apparel, paper goods, snacks and soft drinks. Much of the mass merchant’s Jan. 26 circular was devoted to the theme, offering a “big savings blitz” on items including Samsung TVs, Frito-Lay’s Doritos, Mondelez International’s Oreo and private label Good & Gather frozen pizza. Mobile updates and email ads linked to the digital circular.
Social media activity: A post shared across Facebook, Instagram and TikTok suggested “game day pairings” such as PepsiCo’s Cheetos with Clorox’s Hidden Valley Ranch and private label Market Pantry fries with Kraft Heinz Co.’s Heinz Pickle flavor ketchup. The products were also spotlighted on a “Game Day Snacks” Target web page, and Target enlisted influencers to promote them with paid Instagram updates.
- 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.
