Chaka Kmart

Kmart Corp. (Troy, Mich.) has launched a new multicultural marketing campaign today, aimed at African-American and Latino shoppers. The campaign, which will be released in stages, begins with radio advertising in markets with a strong black consumer presence. The spots feature original music by Chaka Khan and BeBe Winans.

In the coming weeks, television commercials will be released in similar markets, with Spanish-language spots featuring music by Jose Feliciano. As with the retailer's recent general consumer campaign, the tagline for the new ads will be “Kmart. The Stuff of Life,” or “Kmart. Las Cosas para la Vida.”

The company has reported that multicultural consumers make up 39 percent of its customers, with blacks and Latinos making up 32 percent. “We understand the value of these very loyal consumers and know our continued commitment to their shopping needs and their communities is a crucial element in Kmart's growth and success,” said Steven Feuling, senior vp of marketing.