Target’s LHM Campaign Is ‘More Than’ Meets the Bullseye

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The month-long recognition of Latinx culture, heritage and products known as Latino Heritage Month is almost upon us, and Target is elevating its connection to the Hispanic community.

The month-long recognition of Latinx culture, heritage and products known as Latino Heritage Month is almost upon us, and Target is elevating its connection to the Hispanic community.

For the second year in a row, Target will spotlight its Latinx-themed Mas Que (“More Than”) marketing campaign by highlighting products from more than 90 creators, artists and entrepreneurs. The effort will feature the stories behind the product assortment through digital content and online storytelling in both English and Spanish.  

“Our goal is to show recognition to Latino communities during Latino Heritage Month and beyond — offering products that bring our guests joy while spotlighting Latino-owned and founded brands,” according to an article on Target’s website about the promotion. “Target supports and empowers Latino brands, businesses and creators year-round through philanthropic partnerships, donations and grants to local communities with large Latino populations. And our “Más Que” marketing campaign uplifts Latino voices and brands through authentic storytelling all year.”

The LHM campaign and collection will honor the cultural influence, multidimensionality and intersectionality of the Latino community through advertising, in-store displays, an always-on digital hub that spotlights Latino-owned and founded brands and a digital sticker identifying products and brands as “Latino owned.” The intention is to build meaningful connections with Latino guests and communities throughout Latino Heritage Month and beyond. 

The brand has also partnered with lifestyle brand JZD on an exclusive line of apparel and accessories exclusively for Latino Heritage month. 

“It’s important to celebrate intersectionality and diversity in our community because all of our experiences and paths are different,” said JZD founders Jen and Vero Zeano in the article. “We should honor, respect and celebrate those differences in order to fully represent our community.

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