Target Turns To Cause Marketing for Back-to-School Season
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Target is looking to a cause-related campaign to kick off the back-to-school season and boost awareness of its Up & Up brand.
The retailer will give one Up & Up brand school-supply product to a student in need for each Up & Up school supply purchased between July 13 and August 2. Ultimately, Target hopes to donate $25 million worth of supplies to the Kids In Need Foundation — a goal it will be tracking and updating consumers on throughout the campaign.
This is the first time Target has tied a cause campaign to back-to-school, said Jenna Reck, a Target spokeswoman. She also noted that if Target hits the $25 million mark it will be the single largest donation the retailer has ever made. The campaign was inspired by Yoobi, a new school-supplies brand exclusive to Target. That brand has a “One for You, One for Me” mission and also works with the Kids In Need Foundation.
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