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An affable man named Kris is on hand to help Target shoppers navigate their holiday dilemmas. With a twinkle in his eye, he guides people through Thanksgiving turkeys, Black Friday deals, and finding the perfect gift.
If you notice a resemblance between Kris and a certain red-suited, bearded figure, that’s intentional.
Target introduced the character Kris – a modern take on Santa – in its new campaign launching Nov. 17. Kris embodies both the festive spirit and the brand, which wants to be top of mind for customers navigating holiday tasks.
For the first time, Target is running two unique holiday campaigns, the second of which is “Kris from Target.” Target EVP and chief marketing officer Lisa Roath told ADWEEK that the retailer’s goal is to stand out in a crowded landscape and match customers’ mindsets throughout the season.
“We heard from consumers that everyone wants the holiday season to be filled with joy and cheer, but shopping for the season can also become a stressful and transactional chore,” Roath said. “We wanted to help them bridge the gap between the things they need to get done and the joy we can deliver for them.”
The first campaign, “Happier Holidays from Target,” debuted at the start of November and encapsulates the excitement and joyful feeling of the holidays. A boy and his mother step into a Target store, which transforms into a magical world conjuring the emotional connection of shopping for loved ones during the season.
The goal of the first ad is brand building, and it will continue to run throughout the holiday season. “Kris from Target” has a more practical aim, highlighting products and deals and helping customers in “the various missions they need to accomplish,” Roath explained.
Kris is “joyful, helpful, optimistic – characteristics that embody the brand,” Roath continued. “He has that witty edge, and he’s roguishly handsome. He represents our incredible team members, who are the heroes during the holidays and beyond.”
There will be nine different Kris spots, running in both English and Spanish across social media, TV, and streaming. Target’s longtime agency partner, Mythology, and its in-house team Target Creative, developed both campaigns.
Playing in culture
This year Target has aimed to capture consumer attention through more entertaining marketing that capitalizes on cultural moments, Roath said.
In April, comedian Kristin Wiig reprised her famous Saturday Night Live character, Target Lady, for the brand’s national campaign promoting its membership program.
“That Target Feeling,” which debuted in May, resembled a music video with a nostalgic bop, a remake of Michelle Branch’s 2001 hit Everywhere.
Target has also partnered with Universal Products & Experiences for the upcoming Wicked movie, based on the Tony Award-winning musical of the same name. Target is the only retail partner to feature Cynthia Erivo, who plays Elphaba, in its Wicked-themed commercial and a range of products.
And in October, Target unveiled two exclusive Taylor Swift products available at the retailer starting Black Friday: a book based on the pop star’s Eras Tour and a vinyl and CD release of Swift’s The Tortured Poets Department: The Anthology album.
“We want to play into cultural moments but also create our own,” Roath said. “Guests expect Target to be in those moments.”
