Cooking up a new grocery brand from scratch with America’s favorite store. 

Target wanted to transition from being seen as a hard goods retailer to a place where America could find their favorite groceries - but to do that, they’d have to build their own grocery brand that embodied Target’s values, and convince America that it could compete with Whole Foods in taste, when they’re primarily known for value and convenience. 

We helped them develop the Good & Gather brand from the ground up, including strategic brand development, and then launched it in 2019 with a very tasty and very Target 360 campaign that included broadcast, radio, social, and display. Within a year Good & Gather was a $4B sub-brand, bringing fresh and accessible food to the masses nationally. In 2020, we went back to the kitchen for two more integrated seasonal campaigns, helping to grow Good & Gather into Target’s largest-ever owned brand.