Target was looking to grow its grocery business but struggled to meet its goals with campaign messaging based on conventional category promises of fresh produce, low prices, and convenience. We saw the opportunity to reinvent the category and sell groceries in a way that only Target could. We focused on the mundane, common truths of groceries and essentials and, with The Everyday Collection, elevated them through a ridiculously self-aware lens of fashion.
The Everyday Collection debuted on the Golden Globes with 8 spots, followed by out-of-home, direct mail, radio, and the largest digital banner buy in Target history.
Within a week, Target became the most talked-about brand on social media. Within months, Target achieved its yearly goal of increasing trips and basket size store-wide.
“It’s not just different for the way Target has talked about grocery, it’s really different for the way anyone has talked about grocery.” – Carolyn Sakstrup (Director of Marketing, Target)
