Target Encourages You to Go Cherry-Picking for Your Best Self

​Target has launched a new era in wellness with an upbeat campaign encouraging customers to create their own wellness journey using Target products. The assortment introduces a 30% expansion featuring thousands of new items and more exclusives than ever before as the retailer strengthens its position as the destination for everyday wellbeing, and offers stylish and relevant products that support guests' goals.

Developed in partnership with creative agency Anomaly, the campaign taps into how consumers are going beyond restocking on their favourite brands by refreshing their wellness routine. They crave what’s new to kick off their wellness journey, and keep that feeling of novelty going.

The anthem :30 spot, showcases different people shopping for perfectly curated wellness products from Target shelves. Each precise pick is punctuated by a satisfying “pluck” in a rhythmic fashion. Using the iconic “cherry picking” method, customers select an array of wellness products at Target including mushroom coffee, multivitamins, Owala water bottles, David protein bars, and more.

The spot wraps with the campaign messaging, ‘Wellness Perfectly Picked For You,’ emphasising the idea that Target is a place of unlimited possibilities and personalisation when it comes to wellness.

In addition to new wellness items, Target is enhancing the experience with wellness displays throughout the aisles, a revamped ‘Eat Well Your Way’ digital feature, and Target’s first-ever in-store wellness events, which include samplings and giveaways throughout the month of January.

"We're embarking on a new era in wellness," said Lisa Roath, executive vice president and chief merchandising officer of food, essentials and beauty at Target. "We want to be the destination for trend-forward wellness products, not just in January, but throughout the year."