Copyright adweek
Ahead of mass layoffs this week and amid years of declining sales, Target is hoping some magic from Santa can turn around its crucial holiday shopping season. The retailer is bringing back Kris K., a character that drove social media fame for the brand when he was introduced last year, known by some fans as “hot Santa.” Target’s new holiday campaign launches today (Oct. 26), with Kris headlining the retailer’s “biggest season” and marketing moment of the year, said Michelle Mesenburg, senior vice president of marketing. Kris, who debuted in the brand’s holiday ads last year, is getting a bigger stage this time, with 10 spots appearing across broadcast, streaming, radio, and social platforms. The character is a friendly, charismatic Target employee who guides consumers through the hectic season, with an uncanny resemblance to another red-suited, bearded figure. “He’s the best expression of a Target team member: optimistic, fun, funny, a little quirky, very stylish. He has a point of view, he’s always there to help people, and he seems to know exactly what you’re looking for,” Mesenburg said. The campaign comes at a critical time for Target, which announced Thursday that it is cutting 1,800 jobs, or 8% of its corporate workforce, marking its largest round of layoffs in a decade. The retailer is trying to reverse four years of stagnant sales and restore its brand after consumer boycotts and backlash over its rollback of diversity, equity, and inclusion (DEI) initiatives. Its shares have fallen by 65% since their peak in late 2021, while rival Walmart has seen shares rise about 123% in the past five years. In August, Brian Cornell stepped down as CEO after 10 years, replaced by longtime company exec and former chief operating officer Michael Fiddelke. Upon joining, Fiddelke has outlined three of his immediate priorities: Rebuilding Target’s merchandising strategy, improving the in-store experience, and investing in technology. The holiday campaign emphasizes the brand’s store experience and value. Along with the Kris ads, Target will run promotional spots focused on pricing and value, plus an anthem film that aims to “emotionally connect with consumers,” said Mesenburg. “This is a moment for us to connect with our guests and broader consumer base, and remind them of all that Target has to offer. We’re there for them all season long, to ease their burden, lighten the load, and help them find the best deals and value,” she said. Spotlighting Kris Kris came to life last year when Target was searching for a way to cut through the cluttered holiday season while highlighting its store experience and team members. Mesenburg described him as the “ultimate representation” of the brand. He quickly won fans on social media, with some dubbing him “hot Santa.” #TargetSanta racked up more than 70 million views on TikTok. “We knew he’d resonate, but we had no idea to what degree,” Mesenburg said. Kris was a breakthrough for the brand, but “people wanted to learn more about him,” she continued. So for his second installment, he’ll still be in stores, but Target is also sending him out into the world. The new spots will show a fuller view of Kris’ personality, as he highlights his top gifts, watches football, sings karaoke, and even goes on dates. Kris’s adventures are all in the name of “helping people see we are here for them and can lighten the load,” Mesenburg said. “There’s a lot on people’s minds right now,” she added. “Americans are looking for smaller moments of joy to celebrate the holiday season.”
