Target Launches New Family-Oriented Brand Campaign Via AJF Partnership

Target is reclaiming its “long-established position in the hearts and minds of consumers” with its new “Life Tested” brand campaign.

The campaign was created with AJF Partnership, which helped to develop a heavily digital, fully integrated omni-channel marketing program, which launched on Sunday the 13th of February 2022 across national broadcasts, complemented by an extensive social media, video and digital campaign.

The campaign encapsulates Target’s spirit through the eyes of those who love it most – Australian families.

In a series of honest and relatable stories featuring people from all walks of life, the quality of Target’s products
is put to the test, demonstrating the company’s understanding of how families live and, what’s important to them when it comes to quality.

It features a series of items that showcase the outstanding quality products Target offers for Mum’s and their families. Quality that stands up to the test of everyday life and at prices that won’t cost the
earth.

Target managing director, Richard Pearson said, “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.

“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.”

Target general manager of marketing, Jamima White added, “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. That’s Target.”

“Life Tested” is Target’s first brand campaign since 2015.

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