Target is trying really, really hard with its fresh food campaign. In fact, in doing a few Google searches, I found some really entertaining kinds of PR tactics the company has tried in other markets, including double-decker bus wraps and grocery bag trucks.
These are interesting and somewhat entertaining. They actually make me think about buying my fresh fruit at the same place I buy my kids’ clothes and household cleaning products. But, while the campaign has been running for about two years in other markets, it only recently hit Portland. And by “hit,” I mean with a confusing thud. I just don’t get it.
There are billboards all over town with slogans like “Salads for Cyclists” and “A Mountain of Food for Portland.” Huh?
I get it in a think-through-it-kind of way that this is an example of how Target is trying (trying too hard, if you ask me) to personalize the campaign in each market. Yes, we like the outdoors, and yes, some of us actually take our bikes out and ride them. However, I shouldn’t have to try to figure out the slogans driving 55 miles an hour down the road. Pictures and logo are high quality. Slogans? Not so much.