Kristen Wiig reprises the bowl cut-touting cashier as part of the big-box store’s Circle Week promotional bonanza.
Target is putting a familiar face behind its marketing for Circle Week, a recurring deals bonanza catering to members of the big-box store’s loyalty program. The latest promotional blitz follows a revamp to Target’s loyalty strategy last month that included the announcement of Circle 360, a $99-per-year subscription plan that looks to compete with rival membership products like Walmart+ and Amazon Prime. Target offers two other loyalty options: Target Circle, free, and the Target Circle Card, formerly Target RedCard.
Circle 360 features perks like unlimited free same-day delivery, a point Target Lady highlights in one of 12 new spots (she was tipped off about the information by a talking pigeon). Another commercial shows the character getting ready for her day as she peels off an eyemask decorated with Target’s bullseye, slips into similarly themed slippers and does other activities that draw on the retailer’s iconography. The ad spots are soundtracked to “Baby I’m a Star” by musician Prince and the Revolution, an icon in Minneapolis, where Target is based.
The comedic campaign’s launch comes before Wiig returns to host “SNL” on April 6, right ahead of Circle Week kickoff. Wiig originally conceived Target Lady while with The Groundlings before the quirky character became an “SNL” fixture in the 2000s.
The Wiig-led creative was spearheaded by Target CMO Lisa Roath, who was promoted to the top marketing job in July. The executive previously oversaw a holiday campaign that focused heavily on deals and the retailer’s wide product assortment.
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Target has contended with a slowdown, with full-year revenue dipping 1.6% to $107.4 billion in 2023. The company’s Q4 results bested analyst expectations, with gains in improving profits and margins, though its Q1 outlook was patchy.
Retooled loyalty is one way the marketer could spur a turnaround. Target Circle, which rolled out in 2019, has over 100 million members, many of whom benefit from in-store pickup and the ultra-fast Shipt delivery platform. Circle Week deals for the spring include up to 40% off hundreds of thousands of seasonal items and 10% off Target GiftCards on April 13 for Circle members only.
