Target Premieres Good & Gather Commercial

Target has debuted the first TV commercial for Good & Gather its private brand bid to reshape grocery in its own “design for all” image. The commercial “Good & Gather, A new way to eat well every day” is typically Target exuding the retailer’s iconic fashion-forward personality

The launch of Good & Gather in grocery: 650 products start rolling into stores September 15, with all 2,000-plus products scheduled to hit by late 2020. The idea behind Good & Gather is great food—from dairy and produce to ready-made pasta, meat, and more—made for real life. It’s all the good stuff customers want without artificial flavors, synthetic colors, artificial sweeteners, and high fructose corn syrup. Plus, everyday staples like milk, eggs, and other favorites that never have those ingredients anyway.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.