TitleGroceries Not Guns
Campaign Not Allowed
Advertiser Moms Demand Action for Gun Sense in America
Brand Moms Demand Action for Gun Sense in America
Date of First Broadcast/Publication 2015 / 4
Business Sector Charities, Foundations, Volunteers
Story Grey Toronto launched a new ad for Mom Demand Action for Gun Sense in America entitled “Not Allowed.” 
Philosophy Following the group’s success in getting Safeway & Albertsons to clarify its policy against firearms in its stores, the ad takes on grocery chain Kroger for its failure to update its policies. The spot highlights the inconsistencies in Kroger’s policy by showing individuals engaging in behavior prohibited in its stores — a teenager skateboarding, a young boy with a water gun and a woman with her dog — and contrasting it with a man carrying an intimidating assault rifle, who proceeds to buy his groceries without complaint. Of course the implication is that, if it is a “safety hazard” for the boy to have a water gun and a “health concern” for the dog to be in the store, why should Kroger still allow firearms?
“Our new ad shows how Kroger policies are inconsistent and alarming – particularly given that the laws in a majority of states do not require a background check, permitting or even training to open carry a firearm,” said Shannon Watts, founder of Moms Demand Action for Gun Sense in America, in a statement. “In all states, businesses have an obligation to protect their employees and patrons and until Kroger steps up, Moms will put our money where our mouths are and shop at stores that put our safety first like Safeway and Alberstons.”
Moms Demand Action for Gun Sense in America have also launched another effort, entitled “World’s Longest Receipt” which keeps track of how much its supporters have spent at Kroger’s competitors due to chain’s firearms policy, along with the message “Thank You For Not Shopping At Kroger.” The tally currently sits at $12,794.22, but the effort just launched today. 
Media Type Case Study
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