Target is officially leaning into wellness in a bigger way. Today, the retailer unveiled a new, upbeat campaign encouraging guests to build a wellness journey that fits their own lives, tastes, and routines, powered by a significantly expanded assortment of products available both in-store and online.
The launch marks a 30% expansion of Target’s wellness assortment, introducing thousands of new items and more exclusives than ever before as the brand doubles down on its position as a go-to destination for everyday wellbeing. The focus is on products that feel current, accessible, and design-forward, supporting wellness goals without sacrificing style or affordability.
Developed in partnership with creative agency Anomaly, the campaign taps into a cultural shift in wellness: consumers aren’t just replenishing staples, they’re constantly refreshing their routines, chasing what’s new, and seeking inspiration that keeps wellness feeling fresh.
The anthem 30-second spot brings that idea to life with a rhythmic, visually satisfying approach. Viewers follow different shoppers as they “cherry pick” perfectly curated wellness items from Target shelves, each selection punctuated by a crisp, musical “pluck.” Featured products include mushroom coffee, multivitamins, Owala water bottles, David protein bars, and more.
The spot closes with the campaign line “Wellness Perfectly Picked For You,” reinforcing Target’s message of personalization, flexibility, and possibility in wellness. Watch below:
“We’re embarking on a new era in wellness,” said Lisa Roath, Executive Vice President and Chief Merchandising Officer of food, essentials, and beauty at Target. “We want to be the destination for trend-forward wellness products, not just in January, but throughout the year.”
Beyond product, Target is also upgrading the in-store and digital experience. Enhancements include new wellness-focused aisle displays, a revamped Eat Well Your Way digital feature, and Target’s first-ever in-store wellness events, featuring product samplings and giveaways throughout January.
The campaign launches today across TV, digital, social, podcast, and radio, with high-impact out-of-home placements including Times Square.
CREDITS:
BRAND: Target
AGENCY: Anomaly
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