Dive Brief:

• Target has tapped Kristen Wiig to reprise her Target Lady character from “Saturday Night Live,” part of the retailer’s promotional push behind its Circle Week event running from April 7-13, according to a company blog post. 
• Wiig plays the bowl cut-touting brand enthusiast in a dozen new ads that emphasize deals and loyalty offerings like Circle 360, an annual paid membership program launching for Circle Week. This is the first time Target Lady has appeared in a national advertising campaign.    
• The creative was developed with Wiig, former “SNL” writer James Anderson and director Tom Kuntz and will appear on platforms including TV, YouTube, TikTok, Pinterest and the inspiration-focused Target Finds portal. Target will continue to feature Wiig in its marketing after Circle Week concludes.   

Dive Insight:

Target is putting a familiar face behind its marketing for Circle Week, a recurring deals bonanza that caters to members of the big-box store’s loyalty program. The latest promotional blitz follows a revamp to Target’s loyalty strategy last month that included the announcement of Circle 360, a $99-per-year subscription plan that looks to go toe-to-toe with rival membership products like Walmart+ and Amazon Prime. Target offers two other loyalty options: Target Circle, which is free, and the Target Circle Card, formerly known as Target RedCard.

Circle 360 features perks like unlimited free same-day delivery, a point Target Lady highlights in one of 12 new spots (she was tipped off about the information by a talking pigeon). Another commercial shows the character getting ready for her day as she peels off an eyemask decorated with Target’s bullseye, slips into similarly themed slippers and does other activities that draw on the retailer’s iconography. The ad spots are soundtracked to “Baby I’m a Star” by musician Prince and the Revolution, a icon in Minneapolis, which is where Target is based. 

The comedic campaign’s launch comes ahead of Wiig returning to host “SNL” on April 6, right ahead of Circle Week kickoff. Wiig originally conceived Target Lady during her time with The Groundlings before the quirky character became an “SNL” fixture in the 2000s.  

The Wiig-led creative was spearheaded by Target CMO Lisa Roath, who was promoted to the top marketing job in July. The executive previously oversaw a holiday campaign that put a heavy focus on deals and the retailer’s wide product assortment. 

Target has contended with a slowdown, with full-year revenue dipping 1.6% to $107.4 billion in 2023. The company’s Q4 results bested analyst expectations, with gains made in improving profits and margins, though its Q1 outlook was patchy.  

Retooled loyalty is one way the marketer could spur a turnaround. Target Circle, which rolled out in 2019, currently has over 100 million members, many of whom take advantage of benefits like in-store pickup and the ultra-fast Shipt delivery platform. Circle Week deals for the spring include up to 40% off of hundreds of thousands of seasonal items and 10% off Target GiftCards on April 13 for Circle members only.