Target Corp., known for its cheap-chic clothing and home goods, plans to showcase its grocery-store aisles with a national ad campaign that features fashion models interacting with everyday products, the Associated Press reports.
“‘The Everyday Collection’ campaign combines Target’s insight into guests’ everyday routines with our design and fashion credibility to showcase products at a great price,” Jeff Jones, Target's executive vice president and chief marketing officer, said on the retailer's blog. “It is the ultimate expression of ‘Expect More. Pay Less.’”
Target worked with Minneapolis ad agency Mono to create the tongue-in-cheek campaign, which includes TV and radio spots as well as digital short films.
Check out a behind-the-scenes look at the shoot below:
The Minneapolis-based retailer has expanded its grocery selection in more than 1,300 stores over the past few years, the Business Journal notes.
Last week, Target reported that sales at stores open at least one year fell short of expectations in December.