Target to Heavily Promote Cause Campaign
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As part of its back-to-college campaign, Target has partnered with Feed Projects, a nonprofit founded by Lauren Bush Lauren, to create a limited-edition collection.
The collection marks the first time Target has treated a cause-related campaign like one of its designer collaborations, with TV and print ads, as well as a digital campaign and broad-based support in store.
"It’s the first time we’ve had a really broad storewide effort behind social consumerism," said Michelle Mesenburg, VP-style marketing at Target. "In the past we’ve done smaller efforts around individual product categories or brands or a holiday initiative. We’ve never done anything at this magnitude before. … It’s in line with what we’ve done with other design partnerships like Prabal Gurung or Phillip Lim."
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