Target Reaches Hispanics for Back to School With Deutsch L.A.

The new Target effort, Ready.Set.Prep for the Back to School season, is from Deutsch L.A. The campaign has five spots, that feature megaphone-wielding moms and happy offspring marching through the aisles. Study Hauls, Go Team, Prep Squads, Be Impressive and Catpacks showce cute clothes, fun accessories and all the back-to-school basics, tossed in the cart for one easy trip. And like Walmart, Target is also looking to make it quicker to buy entire classroom lists at once, with a School List Assist service. The campaign includes commercials in both English and Spanish, part of the company’s ongoing push to appeal to Hispanic shoppers. The Wall Street Journal reports that Target’s CEO, Brian Cornell, says Hispanic consumers are shopping less, especially in border towns, dampening retail sales. With tracks by singer-songwriter Betty Who, the ads show kids that are decked out in Cat & Jack, the Minneapolis-based retailer’s private label line launched last fall. Target has said Cat & Jack boosted spending on kids’ clothing by 50%. Observers are watching it—and all Target’s private-label initiatives—closely. Besides Pillowfort, a line of kids’ décor, the company says that new Cloud Island baby brand is doing well.