THE THINKING
Regular grocery stores shout about low prices and coupons to get people in the door. No one actually cares about the actual experience of shopping.

Which is a shame, because this just in: PEOPLE HATE GROCERY SHOPPING. (We did the research.)

Target wins by doing what Target does best—being a design-savvy place people already love to shop.

Enter The Everyday Collection campaign. Grocery + high fashion. Combinations of the mundane and the exotic. Really, we just redefined the way the world looks at groceries, that’s all. NBD.

VIDEO
Spots ran regionally on TV and online.

RADIO
These little numbers were actually my favorite part of the campaign.

PRINT
Even the small stuff, like newspaper inserts, got a makeover.