NEW YORK – Amid slumping sales, MediaPost.com writes that Target is pushing new marketing, “TargetRun And Done,” to stress value, convenience and bring shoppers back for quick fill-in trips.

The news source writes that Target executives detailed plans for the new campaign in a conference call for its latest earnings. While profits rose 10.4% to $677 million, up from $614 million during the same period a year ago, comparable-store sales results dropped 1.3% and total sales declined 1.1% to $16 billion. Target execs said the declines are due to less in-store traffic and smaller basket sizes.

Target’s new marketing is intended to celebrate “every day, real-life moments, whether it’s guests running out of milk or throwing together a last-minute BBQ,” according to Rick Gomez, executive vice president and CMO. “It’s all about … making sure our guests know that with one quick Target run, they’ll find everyday low prices on all their everyday essentials.”

“In the second quarter and beyond, we will continue to invest in our regular prices and reinforce our everyday positioning,” said Target CEO Brian Cornell. “An important part of that work is to adjust our promotional posture on those items and categories so they better support that everyday message.”

His comments arrive just as rival Wal-Mart Corp. is reporting solid gains based on its aggressive recommitment to that “everyday low price” positioning. Total revenues climbed 1.4% to $117.5 billion, with same-store results also advancing 1.4% in the U.S., powered by increasing foot traffic at its stores. Its e-commerce results also grew by 63%.