Target's localized ads miss the mark

Target's new Des Moines-focused boards compelling metro residents to buy groceries in the 'burbs aren't new but they've finally hit a level of wrong-overload in our offices. The "Fresh from East to West" board heavily features non-regional avocados, lemons, bananas, and sparks a little bit of cognitive dissonance in a city with a pretty solid agricultural foundation.

But it's "Make a D-Line to fresh" that really grinds our gears. Since the D Line doesn't even deliver passengers to Ingerdahl's, invoking the name of the downtown-only bus line to make a pun about suburban grocery giants is wonky, and it smacks of a lack of local cultural knowledge.

If you were asked to write better copy to activate a "Target and Des Moines: together forever" spirit, where would you start?