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.
