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Target takes on celebrity chef, buys Smith & Hawken

By Nicole Maestri,Reuters - SAN FRANCISCO, Jan 8 (Reuters) - Target Corp will sell an exclusive line of Food Network chef Giada De Laurentiis' cookware and food, it said on Friday, and that it acquired the Smith & Hawken brand in two moves that indicate the retailer plans to focus more on individual brands.

Target said De Laurentiis will become a spokeswoman for groceries and that starting this month, the company will introduce the "Giada De Laurentiis for Target" line, including cookware, such as a cast iron panini grill pan for $69.99, and specialty food, such as whole wheat penne rigate for $2.79.

Target spokeswoman Jana O'Leary said De Laurentiis will tout the retailer's groceries and develop cooking tips for shoppers that will highlight Target's own brands, such as Archer Farms. O'Leary could not comment on whether De Laurentiis will appear in Target's television ads.

The partnership comes as Target looks to appeal to frugal shoppers, who are spending more time at home cooking meals instead of heading out to restaurants.
Source : Originally Published By Nicole Maestri,Reuters, Jan 8, 2010
Celebrities : Giada De Laurentiis
Categories : lifestyle news, Television Personality News, Celebrity Marketing News, Author News
Posted 1/8/2010 12:01:40 AM | Permalink
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