Target Turns to Cause Marketing for Back-to-School Season

Target is looking to a cause-related campaign to kick off the back-to-school season and boost awareness of its Up & Up brand. The retailer will give one Up & Up brand school-supply product to a student in need for each Up & Up school supply purchased between July 13 and Aug. 2. Ultimately, Target hopes to donate $25 million worth of supplies to the Kids In Need Foundation — a goal it will be tracking and updating consumers on throughout the campaign.