Target reinvented mass retailing with its designer collections, but when it came to selling groceries, the brand had followed the category conventions. We created The Everyday Collection campaign to leverage the brand’s strengths and showcase everyday products as only Target can – fashionably.
Elevating the once-boring grocery experience allowed us to connect on a visceral, emotional level, rather than a rational one. The fully integrated campaign included TV, print, outdoor, in-store, experiential, digital, and mobile.
“Campaign of the Year: Silver”
Within the first two weeks of the campaign launch, social media conversations about Target skyrocketed by 565%, putting the brand at #1 for earned social media impressions among all US brands.
Even recipes received the high-fashion treatment. Through a content marketing partnership with Food Network Magazine, we created simple, inventive meal ideas, all with products from The Everyday Collection.
“Target makes groceries fashionable.”
Just as fashion inspires us to have fun and play with convention, The Everyday Collection inspires us to see everyday products in new and unexpected ways.
The Everyday Collection elevates the everyday into the world of fashion fantasy. Our look and feel is driven by one simple, guiding principle: what would fashion do?
We invited the guest into the conversation with the live Tweet-to-Runway Show, a first-ever runway spectacular inspired by everyday tweets.