Target gives a lesson in viral branding

The reaction to Target’s new Valentine’s Day cookie mix should be making private brand retailers and suppliers swoon.

The Minneapolis-based retailer has released a new heart-shaped cast iron skillet cookie ahead of the holiday, and the internet loves it.

The skillet comes with a Reese’s cookie mixture, so all consumers would have to do is mix and bake, according to the company. They also offer a brownie mix version, made with Hershey’s Special Dark Mildly Sweet Chocolate Chips.

The festive treat retails for just $7.