“Expect More. Pay Less” has been the tagline for the U.S. based general merchandise retailer Target since 1994.

Now they have come up with a new brand campaign “What we value most shouldn’t cost more” which further manifests their brand promise.

Moreover, the latest campaign is supposed to serve as a framework in the long run for all their marketing efforts.

As 75% of the U.S. population lives within 10 miles of a Target store, the retail giant gained $1 billion in market share during the pandemic. According to Target, these numbers are the embodiment of their consumers’ increasing faith in them over the years. Target intends to remain flexible during the rapidly changing purchasing environment in 2021 as the economy reopens as their show of goodwill to their customers. This consists of prioritizing safety and ensuring providing more value in the products they sell, as their CMO Cara Sylvester has declared.