To amplify its grocery business, Target needed to break through traditional grocery marketing clutter and convince moms to reconsider their current shopping habits. Moms love Target for its exclusive designer categories, we needed them to consider Target for everyday groceries, too. Our solution? Reinvent a category as stale as week-old bread. 'The Everyday Collection' showcases groceries as only Target can, through the fabulous and amusingly self-aware lens of high fashion.