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Kristen Wiig returns as ‘Target Lady’ in campaign

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Retailer is promoting is Target Circle Week sales event

Kristen Wiig returns as ‘Target Lady’ in campaign

MINNEAPOLIS – Target has has enlisted actress Kristen Wiig to reprise her role as the iconic Target Lady in a national advertising campaign to support its Target Circle Week promotion.

Scheduled for April 7-13, the promotion promises twice the amount of savings compared to its fall iteration, according to the retailer, which says that this year’s event features more than just deals. Target has also upgraded its Target Circle loyalty program to ensure that members enjoy even greater savings and a seamless shopping experience. The upgrades include automatically applied deals at checkout and, for Target Circle 360 members, free unlimited same-day delivery, perks that are set to continue year-round.

A national advertising campaign kicks off today to promote the event, using the Target Lady character played by Wiig to highlight the benefits of Target Circle and promote Target Circle Week.

“We’ve spent a lot of time talking with guests about what they love about Target Circle, and we can’t wait for members to experience even more ease, savings, and personal touches every time they shop,” Target executive vice president and chief guest experience officer Cara Sylvester said, adding that all guests can enjoy the benefits of Target Circle without any cost to join.

Unprecedented Savings During Target Circle Week
Target Circle Week is set to offer substantial savings across various spring categories including apparel, beauty, home, and tech. Members of the free-to-join program can look forward to deals on hundreds of thousands of items both in-store and online. The savings event kicks off at 2 a.m. CT on April 7, featuring deals like 40% off floorcare, 30% off family swimwear and sandals, and special offers on toys, bedding, and much more.

Additionally, for the first time during the spring season, Target offers a 10% discount on Target GiftCards on April 13, exclusively for Target Circle members, perfectly timing with celebrations like Mother’s Day and graduation.

A Distinctly Target Campaign
Kristen Wiig’s return as the Target Lady in a unique marketing campaign captures the essence of Target’s brand, blending humor with the convenience of saving time and money. The campaign, a collaborative effort with former SNL writer Jameson Anderson and director Tom Kuntz, features 12 advertising spots across various media channels, celebrating the myriad ways consumers can enjoy the benefits of Target Circle.

Wiig shared her excitement about reprising the role, saying, “Target Lady is incredibly special to me because it’s one of the characters I created at The Groundlings and ended up on SNL. She definitely loves Target! It was so fun to bring her back after all this time.”

Enhancements to Target Circle
Starting April 7, Target Circle will offer new membership options, including free-to-join and paid memberships, ensuring unlimited same-day delivery. Deals will now be automatically applied at checkout, eliminating the need for members to search for individual offers. Target Circle 360, the new paid membership, provides unlimited access to same-day delivery with Shipt for an introductory price of $49 for the first year, if signed up by May 18, 2024.

Target Circle Card holders will continue to enjoy a 5% discount every day, extended return periods, and free two-day shipping on thousands of items. They can also join Target Circle 360 for a special annual fee.



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