Target is ringing in the new year with a new baby campaign, featuring more realistic ads and a Big Baby Billboard that displays birth announcements in New York City and Los Angeles.
The push is in response to competitors, such as Amazon.com, which recently acquired Quidsi, parent company of Diapers.com. Target has signed on Wieden & Kenney to lead the campaign, which will launch in February.
Parents can visit the Target Baby Facebook page, where they can create a digital birth announcement. Random announcements will be selected by Target to be featured on the Big Baby Billboard.