Target's Feed Projects partnership to get back-to-college push

06/19/2013 | Advertising Age (tiered subscription model)

Target is approaching a cause campaign for Lauren Bush Lauren's Feed Projects nonprofit as if it were one of its designer collaborations, with plans to heavily market a custom line with a back-to-college campaign that includes TV spots from Chandelier Creative and digital work from Olson. "It's the first time we've had a really broad storewide effort behind social consumerism," says Michelle Mesenburg, Target's vice president of style marketing.

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