2008 Facebook
2008 Facebook
2008 Facebook
2008 Facebook

2008 Facebook

Little & Company, Minneapolis, Minnesota, 2008


Target’s ongoing consumer direct-mail campaign leverages coupon offers to promote the company to its guests as a preferred shopping destination. Due to the sudden economic downturn, an already-competitive commodities market became even fiercer. An especially creative overhaul of the campaign was crucial to effectively reminding guests that Target still has all the everyday products they need, and at great values. Encouraging them to make Target a routine stop in their shopping was one challenge; persuading these guests to shop more often and buy more products was quite another.

We designed a catchy self-mailer instantly recognizable as Target; emphasized value in coupon offers, thus prompting more store visits; and utilized Target–branded photography for the faces on the coupons, creating a playful “build a face” format that features the witty Target “wink” and makes shopping more fun for both Mom and the kids. The campaign saw an increase in coupon redemption, and therefore incremental sales, improving on previous campaigns.

Juror Notes

This elevates the coupon. They really did a good job. This is the only time I would use a coupon. 

Collections: AIGA 365: 30 (2009)
Repository: Denver Art Museum
Discipline: Promotional design and advertising
Format: Direct mail, Promotion


Design firm
Little & Company
Creative director
Joe Cecere
Heidi Schweigert
Production artist
Nicole Phelps
Project manager
Heidi Springman
Gene Valek
Stephanie Rau