target | grocery campaign
The opportunity: fresh food
Target was investing more into the ever-competitive fresh grocery market, recognizing the potential to build baskets from more frequent store traffic (see: the $200 Target brush) but lacked a clear POV on the category.
The idea: easy does it
Lean into the behavior of occasion-based trips that felt easy, attainable, yet stylish.
results
Scored some of the highest creative testing results for the vertical in years.
Role
copywriter
took cues from Tasty to make content snackable AF
