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.”