A Strategic Re-Engagement With Target

Acosta Group Fueled Remarkable Multi-Category Sales Expansion Within a Year

How We Did It

Our client, a global leader in their category and having undergone a leadership and strategic direction change, sought to re-invent their relationship with Target after years of it being transactional. They turned to Acosta Group’s Target team to realign with Target’s requirements and reignite their partnership.

We developed a strategic roadmap to reintroduce our client’s brand to Target, starting with a letter to leadership and category buyers that highlighted the new strategic direction and the potential for renewed business opportunities. A multi-category brand plan with aligned sales, insights, digital, and communication tactics was developed. Establishing weekly calls ensured ongoing functional alignment and deepened cross-department engagement and collaboration. We also developed a Target product ad digital strategy, marking our client’s first venture into digital advertising with the retailer.

Despite previous misalignments, Acosta Group successfully bridged the gap between our client and Target by emphasizing mutual growth opportunities. Their products resurfaced on the Target shelves with two SKUs that quickly expanded into multi-category product placement, delivering a 4.5x increase in SKUs and 750% growth in distribution. This renewed trust as a strategic partner and iconic brand also led to an opportunity to help address product availability gaps in a key back-to-school product segment.

Within a year, they achieved cross-category growth, expanding from a single category to four, demonstrating our ability to drive substantial business growth through collaboration, strong communication and a deep understanding of Target’s strategies.