target archer farms

Target wanted to launch a new line of gourmet food products named Archer Farms. They needed strategy, branding and a 360 campaign to do one task: introduce and convince moms that Archer Farms is a quality food brand. After consideration it was decided that in creating this brand we would focus and weave a story around its ingredients and by doing so would communicate the quality message. The creative work focused on the idea that the ingredients for Archer Farms foods comes from a magical farm - a place where only food this special could be grown.

The site was a whimisical tour of the farm and how some of the food items would be produced. From flying cows (light ice cream) to a corn rainbow (blue tortilla chips) all experiences reinstated the magical notion.

The rich advertising continued the magical farm messaging by focusing on specific foods in each banner.