Kmart launches multicultural marketing campaign

By Staff -- Home Textiles Today, 3/25/2002 12:00:00 AM

Troy, MI — Looking to further tap into its vast shopping population, Kmart unveiled a national radio campaign specifically targeting African-Americans and Hispanics as part of its multicultural marketing program.

Radio and television advertising are the initial stages of the campaign, which will feature original music by Chaka Khan, BeBe Winans and Jose Feliciano. The commercials will be seen on network and cable outlets that directly reach the Hispanic and African-American consumer within the next several weeks.

Currently, multicultural consumers make up 39 percent of the nearly 30 million people who shop at Kmart each week. African-Americans and Hispanics alone account for 3 2 percent of the retailer's shoppers.