You’re Not A Suburban Mom, You’re A Waif In A Designer Dress

Target and Wieden+Kennedy went their separate ways last year. Now, some of the retailer’s post-Wieden work is beginning to appear on screens.

The new food-forward ads made to support Target’s PFresh program are from mono in Minneapolis. Target has 1,100 stores under the PFresh model and 250 SuperTargets that offer a full range of groceries, according to Fox Business.

Thom Blischok, chief retail strategist for Booz & Co told Fox, “Target is beginning to extend its banner promise of chic to food. They’re making food shopping aspirational–in advertising I believe it is the first of its type.”

Perhaps the chief retail strategist is not up one Safeway’s “Ingredients for Life” campaign from a few years back. It is hard to keep up. Be that as it may, what about these new spots from mono? Are they so bad they’re good, or just plain good?

It’s intriguing work, I think. I like the odd juxtaposition of packaged goods in their square boxes playing against the flowing fabrics of a runway show. And who doesn’t like exploding cake boxes? To me, exploding cake boxes is the new kids or puppies in spots. Simply irresistible.

Grocery shopping, of course, is a chore, but Target aims high in its quest to change that. Undoubtedly, because shoppers who see shopping as play instead of work, or shopping as an act of empowerment, will spend more time and more money in the store and return to the store more often.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.