Clever creative lacks sales sizzle

Target has published a new look-book marketing piece called, “The Frugal Foodie’s Guide.” The attractive 35-page online piece is designed to promote Target’s private brands, including Archer Farms, Market Pantry, Choxie, Wine Cube, Sutton & Dodge and the new Up & Up. The document lists six different cleverly worded customer types such mealmaestro, thrificurean, romanteur, econnoisseur, afeastionado and naturalista and identifies their traits. For example, the romanteur creates dinner for two at prices that are second to none by using Archer Farms and Sutton & Dodge brand products. The naturalista proves that eating well can be equally good for the wallet thanks to Target’s certified organic produce. Meanwhile, the econnosseur manages a delicious dinner on a balanced grocery budget with Market Pantry products. The Frugal Foodie’s Guide is an attractive and creative piece that appears geared more toward generating brand awareness as opposed to actual sales.