Target Grocery TV

By Target

The Idea

Our brief was to announce that Target is now offering fresh grocery in their stores. It was a big announcement that needed to be noticed, since Target has never had fresh grocery before. And now, you can do your Target shopping and your grocery shopping at the same time, in the same place. And we had one :30 spot to achieve this.

The target audience for all Target work is “Mom”, but essentially, this concept had to reach anyone and everyone who needs fresh grocery. So, the target was everyone.

Our challenge came on the production end, when the client wanted the concept to be running in a little over a month, which is very ambitious for a 30 second animated spot.

Our creative team was Jon Baugh, Charley Little, and Anna Stassen from Target inHouse, with Jake Pasterski as the Creative Manager and Gary Tassone as Broadcast Producer. We approached the brief in many different ways, but the one thing we wanted to keep in mind was to keep the concept simple. Telling the message in a straightforward, yet creative and entertaining way that people would notice.

Once our concept was approved, we worked with Motion Theory who helped us realize this fun spot in record time. It was a truly collaborative effort.

After the animation was far enough along, we worked with Rumble for original musical score, as well as a layer of sound design that adds to the richness of the spot.

Delivery of Work

This broadcast spot aired in neighborhoods where a number of Target stores with a newly remodeled fresh grocery section had recently opened - letting guests know they can immediately start enjoying the new changes.

The Results

Both the client and our team believe that this spot was very effective. The awareness of grocery at Target is way up, and many publications have featured this spot as great work, which also raises awareness by way of free press.

We are very happy with how the spot turned out. The tone is decidedly Target, and tells the story in a simple, entertaining way.

Credits

• Art Directors

  • Charley Little
  • Jon Baugh

• Copywriters

  • Anna Stassen

• Creative Directors

  • Jake Pasterski

• Production

  • Ann Zarth
  • Gary Tassone
  • Motion Theory

• Sound Designers

  • Rumble

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