Target Launches First Ever Hispanic Campaign
Target sets its eyes on the Latino shopper, and for good reason. Latinos accounted for more than 60% of the US population growth between 2000 and 2015, with their purchasing power growing 207%. In addition, 70% of Latinos in the US are under 40 years old, meaning they have many more years of shopping ahead of them.
Target is banking on the Latino market to aid in its turnaround (the brand is still recovering from the massive credit card hack) not only because of the sheer population numbers, but also spending habits. Latinos tend to have larger households and cook more at home, so they’re more likely to buy items like grains, cooking oil and fresh vegetables. Latinos are also major buyers of beauty, baby and kids' products.
For the first time ever, Target is creating an advertising campaign specifically for Latinos called #SinTraducción. It is a series of Spanish-language ads highlighting phrases that don’t have an English equivalent.
See a sneak peek of the first ad here
What do you think of Target's efforts? Does it entice you to shop there more? Tell us in the comments!